Advertising Psychology -- Theory and Planning (Revised Edition)

Author: Ding Jiayong (Compiler)
Publisher:
Publish Date: 2005-09-23
Features: Advertising psychology is a science that studies the psychological phenomena and their laws arising from the interaction between advertising activities and consumers (audiences) within a specific social and cultural context and marketing environment. Based on the theoretical framework of advertising psychology and the advertising planning process as the main thread, the author has made a bold attempt to construct the system of advertising psychology. This concept is not commonly found in advertising-related books. Therefore, an important goal in the development of advertising psychology textbooks should be to strengthen the guidance of application from the perspective of combining theory with planning, and to build a textbook system for this discipline. This book is guided by this concept, exploring a new system suitable for undergraduate students in higher education institutions to learn advertising psychology through the organic integration of theory and planning. Based on modern advertising and consumer psychology theories, this book constructs the discipline of advertising psychology with the advertising planning process as the main thread, marking a bold attempt. This concept is not commonly found in advertising-related books. It can also be considered a small contribution by the author to the global advancement of Chinese advertising in the 21st century.