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Psychology of Advertising

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by

Mikołaj Pastuszko

on 8 February 2012

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Transcript of Psychology of Advertising

Psychology of Advertising Plan What is Advertising?

Why Psychology?

How Advertising Works

Conclusions Why Attention

Perception

Association

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

Information

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

creative clutter

advertising wearout usefulness

novelty

benefits

entertaining presentation Consumer has to
understand
the message appropriate
language appropriate
amount of
information message How believable it is? Is relevant to my needs? product demonstrations
user testimonials
research results
endorsements
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?
Full transcript