Psychology of Advertising

CBS - Copenhagen business School Department of commercialiseing SMC - Strategic Market Creation grasp of learning in Economics and Business Administration The habit of emotions in advertizement and their relation to potency: theoretical foundations and empirical evidences. Supervisor: Prof. Tore Kristensen Master thesis of Valentina Salice Student ID: vasa07ad Academic Year 2007-2008 1 2 To my honey mother 1 2  delay 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 cases.............................................................................................................8 2.3 When ads work.....

............................................................................................................10 CHAPTER 3: THE character OF EMOTIONS IN ADVERTISING: AROUSED AND REPRESENTED EMOTIONS......................................................13 3.1 frantic emotions: the role of emotions in the elaboration of advertising message....... ............................................! ...........................15 3.2 Classic consumer conduct models............................................................................17 3.2.1 hierarchy of effects: emotions in high involvement and urge buying.................17 3.2.2 Vaughn model: feeler consumers and the feel-learn-do...If you want to get a honest essay, ordinate it on our website: BestEssayCheap.com

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