Psychology of advertising - Study guides, Class notes & Summaries

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Definition of Advertising - answerAttempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - answer- consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new c...

The Psychology of Advertising Exam Questions With Verified Answers Functions of advertising - answerTo inform: to provide useful information about a product or service. To persuade and change the response of the recipient: to make the offer attractive to the consumer Two forms of Persuasion - answerIncreasing attractiveness of offer: increase approach motivation. Reducing reluctance of consumer: reduce avoidance motivation. Informational or argument based appeal - answerPresent facts abo...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Definition of Advertising - answerAttempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - answer- consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new c...

Psychology of Advertising Exam 1 Questions And Answers ( Verified And Updated ) What is advertising? - answerMarketing messages in paid media - paid - non-personal communication - by an identified sponsor - using media - to inform/persuade/influence the target audience Can ads "create" consumer needs? - answerNot necessarily; ads channel needs by reshaping them into wants for specific products/services that manufacturers can and promise to supply. Functions of advertising - answer1. ...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) -Consumer Behavior (pg.3) - answerThe totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision- making units (over time). Consumer Behavior involved goods, services, activities, experiences, people, and ideas. -Offering (pg.3) - answerA product, service, activity, experience, or idea offered by a marketing organization t...

A full summary of all the seven lectures from the course psychology of advertising at Leiden University. It contains all the important information that was explicitly told in the lectures, with explanation of the slides. Important concepts are already in bold. It is separated per lecture.

4 ps - product- goods and services, in public relationship the product is a relationship price-value or need promotion-for PR, for advertising the audience is consumers place- distribution marketing - activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large advertising - marketing communication intended to modify or maintain attitudes beliefs or behaviors. Placed in...

Definition of Advertising - Attempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - - consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new customers, gain market share Definition Marketing - = process of identifying customer needs ...

Functions of advertising - To inform: to provide useful information about a product or service. To persuade and change the response of the recipient: to make the offer attractive to the consumer Two forms of Persuasion - Increasing attractiveness of offer: increase approach motivation. Reducing reluctance of consumer: reduce avoidance motivation. Informational or argument based appeal - Present facts about item, price, where to buy Emotional or affect-based appeal - Influence feelings rath...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Definition of Advertising - answerAttempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - answer- consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new c...