The Psychology of Advertising [Book]

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
  • Purchase
  • Satisfaction
  • Brand loyalty

p80-81 Four stages involved in the process of information acquisition and processing:

  1. preattentive analysis
  2. focal attention (salience, vividness, novelty)
  3. comprehension
  4. elaborative reasoning

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