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Psychology of Advertising
Transcript of Psychology of Advertising
How Advertising Works
Conclusions Why Attention
Memory paid, nonpersonal communication
designed to communicate in creative manner
the nature of products, services and ideas
through the use of mass or information-directed media Functions of Identification
Persuasion is How Advertising Works ? 1. Getting Attention
2. Processing Information
3. Information Evaluation
4. Attitude Formation What's important? Relevant media Target group
of consumers Place for Advertisement Obtaining the Attention Consumer types Spontaneous Humanistic Competitive Methodical Slow Fast Logical Emotional way to school or work before a film or match on the internet contextual advertising in a magazine What is good What is bad banner blindness
advertising wearout usefulness
entertaining presentation Consumer has to
the message appropriate
information message How believable it is? Is relevant to my needs? product demonstrations
authorities predispositions or tendencies to behave or react in a consistent way over time a brand identity of a specific product, service or business Conclusions Advertising Psychology understand the consumer and how he receives the intended message Thank you Questions?