책 이미지
책 정보
· 제목 : The Psychology of Advertising (Paperback, 2 New edition) 
· 분류 : 외국도서 > 인문/사회 > 사회과학 > 미디어학
· ISBN : 9781848723061
· 쪽수 : 450쪽
· 분류 : 외국도서 > 인문/사회 > 사회과학 > 미디어학
· ISBN : 9781848723061
· 쪽수 : 450쪽
목차
1. Setting the Stage. 2. How Consumers Acquire and Process Information from Advertising. 3. How Advertising Affects Consumer Memory. 4. How Consumers Form Attitudes Towards Products. 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change. 6. How Advertising Influences Buying Behaviour. 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes.
추천도서
분야의 베스트셀러 >