The Psychology of Advertising by Bob M. Fennis & Wolfgang Stroebe.
My rating: 3 of 5 stars
A book written because there was no good book on this topic. A primer on persuasion for advertising people (and text book for university); Elaboration Likelihood Model (ELM) by Petty, and Ajzen. Not yet definitive answer to Chapter 6’s title “How advertising influences buying behavior”
Alpha strategies: approach motivation – Omega strategy: avoidance motivation (p.11).
How advertising works: what do we really know? Vakratsas & Ambler – The Journal of Marketing, 1999.
p36 DAGMAR model (Defining Advertising Goals for Measured Advertising Results),
9 effects of advertising in hierarchical order:
- Category need
- Brand awareness
- Brand knowledge/comprehension
- Brand attitude
- Brand purchase intention
- Purchase facilitation
- Brand loyalty
p80-81 Four stages involved in the process of information acquisition and processing:
- preattentive analysis
- focal attention (salience, vividness, novelty)
- elaborative reasoning