Psychology of Advertising

CBS - Copenhagen contrast School Department of market placeing SMC - Strategic Market Creation grasp of learning in Economics and Business Administration The procedure of emotions in advertizement and their relation to durability: 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 dear 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 standards.............................................................................................................8 2.3 When ads work.....

............................................................................................................10 CHAPTER 3: THE single-valued function OF EMOTIONS IN ADVERTISING: AROUSED AND REPRESENTED EMOTIONS......................................................13 3.1 frantic emotions: the role of emotions in the elab oration of advertising message..............! ................................................................15 3.2 Classic consumer conduct models............................................................................17 3.2.1 power structure 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, prepare it on our website: OrderCustomPaper.com

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