Summaries per chapter with the 3rd edition of The Psychology of Advertising by Fennis & Stroebe
Summaries per chapter with the 3rd edition of The Psychology of Advertising by Fennis & Stroebe
Unveiling the Mechanisms of Attention Capture and Persuasion
Exploring the Role of Emotions in Advertising Persuasion
Deciphering the Art of Memory Encoding and Retrieval
Unraveling the Psychology of Social Influence in Advertising
Navigating the Complexities of Consumer Decision-Making
Empowering Critical Thinking and Informed Consumer Choices
A Scholarly Guide for Students of All Levels
Summaries per chapter with the 3rd edition of The Psychology of Advertising by Fennis & Stroebe
Summary with the 2nd edition of The Psychology of Advertising by Fennis & Stroebe
Advertising = any form of paid communication by an identified sponsor, aimed to inform and/or persuade target audiences about an organization, product, service or idea. Advertising doesn’t create needs, but channels needs by reshaping them into wants. A side effect is the growing importance of a brand = the label with which to designate an individual product and differentiate it from competitors. Unique Selling Proposition (USP) = a summary statement used to meaningfully differentiate the brand from the competition. This is the key challenge in building brands.Newspapers and magazines are among the main advertising media. Advertisers reach about a billion people per day through display and classified ads. Market shares have decreased due to television and internet, but magazines are still popular when targeting audiences with special interests; consumer segments that share common interests, values, or lifestyles.Informational/argument-based appeal = straightforwardly informing consumers about the product, its price, and where it can be bought. This approach is also called the ‘reason-why approach’. A less aggressive approach, emotional/affect-based appeal = aiming to influence the consumer’s feelings/emotions rather than his...
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