PSYCHOLOGY OF ADVERTISING (2 Programs)
This series by Dr. Phillip Rutsohn consists of two parts.
PART ONE - Today, with increased competition, globalization and downsizing, marketers must demonstrate that their advertising expenditures are both efficient and effective. Consumers have been saturated with advertising messages and, business is no longer willing to expend resources "just to get their message out to the market." It's imperative that the advertiser understand the psychology behind buying motives and incorporate that understanding into their ads. Emphasizes five key psycho-sociological issues with examples drawn from TV commercials, print ads, and the Internet. 26 minutes.
PART TWO - Discussion focuses on the interrelationship between the physical components and the message communicated by an advertisement. Presents current research with examples of survey results, comparative ads and testimonials in advertising. 18 minutes.
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