Book tip: How advertising works
What are the psychological foundations of advertising? How does it affect the experience and behavior of potential buyers? Does it serve to inform or manipulate?
Psychologist Prof. Dr. Peter Michael Bak provides answers to these and many other questions in "Advertising and Consumer Psychology" from Schäffer-Poeschel-Verlag. The second edition of this compact and easy-to-understand introductory work takes current developments into account: new topics include online marketing, influencer marketing and multisensory advertising.
For students and practitioners alike, Bak's "Advertising and Consumer Psychology" offers well-founded, overview-like and interdisciplinary information. First, the author focuses on advertising, advertising objectives, different forms of advertising and advertising strategies. This is followed by an in-depth look at consumers and the psychological concepts that are fundamental to understanding the effects of advertising: from processes of perception and memory to types and ways of learning, motivation, emotion and specific social conditions and processes.
Other topics include advertising design tools and their impact, the special features of intercultural marketing, advertising ethics and the importance of brands. How can theoretical knowledge be put into practice? The author addresses this question in the chapter "Planning and implementation". The most important steps that ensure the success of an advertising campaign are explained here: from the definition of marketing and communication goals and target groups to the determination of the copy strategy and media planning. All chapters are peppered with short reminders to help you remember what you have learned.
