Advertising Psychology Self-Study General

Author: Ma Mouchao
Publisher:
Publish Date: 2002-08-01
Features: On the occasion of the fifth anniversary of its first edition, Advertising Psychology has been released in its second edition through the efforts of the author and the Longzhimai Institution. The necessity of the revision is well summarized by the author: "In this period, on the one hand, academic research related to the advertising industry has made progress, such as studies on online advertising; our research has also achieved some results, especially in the areas of brand building and business strategies. Both in academic insights and in communication with enterprises, I have gained new understandings and valuable materials. These need to be incorporated into the book; on the other hand, some less valuable or outdated content in the original book also needs to be deleted." The content of this book is the author's work, built on decades of theoretical research in psychology, integrating recent achievements in the study of advertising psychology, consumer behavior, and brand building. It keeps pace with international research on advertising psychology, starting from human needs and cognition to examine the role and mechanisms of advertising, and constructs the theoretical framework of advertising psychology on the foundation of consumer behaviorology, representing the newest level of advertising psychology research in China. In the new edition, the author also introduces chapters on online advertising and its psychological effects, advertising and children's psychology, the psychological foundations of brand image building, corporate image, and identity systems, reflecting the newest trends and hot topics in the development of advertising theory and practice.