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Psychology of Advertising Essay

  • Submitted by: eliehaddad
  • on January 7, 2013
  • Category: Psychology
  • Length: 31,587 words

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Below is an essay on "Psychology of Advertising" from Anti Essays, your source for research papers, essays, and term paper examples.

CBS - Copenhagen Business School
Department of Marketing
SMC - Strategic Market Creation
Master of Science in Economics and Business Administration

The role of emotions in advertising and their relation to
effectiveness: theoretical foundations and empirical
evidences.

Supervisor: Prof. Tore Kristensen

Master Thesis of Valentina Salice
Student ID: vasa07ad

Academic Year 2007-2008
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To my beloved mother

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2

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION.......................................................................................................3
1.1 Preface...............................................................................................................................4
1.2 Objectives...........................................................................................................................6

CHAPTER 2: ADVERTISING EFFECTIVENESS...........................................................................7
2.1 Effectiveness paradigms.....................................................................................................7
2.2 Conceptual models.............................................................................................................8
2.3 When ads work.................................................................................................................10

CHAPTER 3: THE ROLE OF EMOTIONS IN ADVERTISING:
AROUSED AND REPRESENTED EMOTIONS......................................................13
3.1 Aroused emotions: the role of emotions in the
elaboration of advertising message..............................................................................15
3.2 Classic consumer behaviour models............................................................................17
3.2.1 Hierarchy of effects: emotions in high involvement and impulse buying.................17
3.2.2 Vaughn model: feeler consumers and the feel-learn-do...

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"Psychology of Advertising". Anti Essays. 18 Dec. 2018

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APA Citation

Psychology of Advertising. Anti Essays. Retrieved December 18, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Psychology-Of-Advertising-384117.html


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