Advertising Psychology - Theory and Planning

Author: Ding Jiayong
Publisher:
Publish Date: 2003-10-01
Features: Advertising Psychology. In simple terms, it is the study of psychological phenomena and patterns that arise during the interaction between advertising activities and consumers (audiences), and based on this, it formulates advertising strategies to guide the setting of advertising goals, the development of advertising strategies, and their execution. The integration of advertising psychology and advertising strategy is a new development in research in this field over the past decade. Advertising practice has shown that analyzing and researching the psychology of advertising audiences—consumers—helps in formulating scientific and effective advertising strategies and plans. Whether from the perspective of advertising itself or advertising theory, the close integration of advertising psychology and advertising strategy is a crucial condition for creating successful advertising. Based on modern advertising and consumer psychology theories, this book constructs the discipline of advertising psychology with the advertising strategy process as the main thread, marking a bold attempt. This concept is not commonly seen in advertising books. It can also be considered a small contribution by the author to help Chinese advertising enter the world in the 21st century.