Psychology of Advertising

CBS - Copenhagen duty School Department of Marketing SMC - strategic Market Creation grasp of acquisition in Economics and Business Administration The role of emotions in advertizement and their relation to effectiveness: hypothetical foundations and empirical evidences. Supervisor: Prof. Tore Kristensen noble Thesis of Valentina Salice Student ID: vasa07ad schoolman Year 2007-2008 1 2 To my beloved mother 1 2  check OF CONTENTS CHAPTER 1: INTRODUCTION.......................................................................................................3 1.1 Preface...............................................................................................................................4 1.2 Objectives...........................................................................................................................6 CHAPTER 2: publicize 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 publicizing: AROUSED AND REPRESENTED EMOTIONS......................................................13 3.1 harebrained emotions: the role of emotions in the elaboration of advertising message..............................................................................15 3.2 Classic consumer guide models............................................................................17 3.2.1 Hierarchy of effects: emotions in high involvement and momentum buying.................17 3.2.2 Vaughn model: feeler consumers and the feel-learn-do...If you pauperization to get a innocent essay, order it on our website: Ordercustompaper.com

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