Psychological methods of advertising research: a teaching aid for students enrolled in bachelor's programs
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The theoretical part of the textbook describes the two most important methodological traditions in the study of advertising: the American, based on the idea of impact on the consumer, and the German, focused on the study of consumer needs. The analysis of the main qualitative and quantitative methods of advertising research is presented. Special attention is paid to such a method as psychological examination. Examinations conducted for marketing purposes and psychological safety of advertising are considered. Practical tasks and applications will allow students to master the basic psychological methods
LF/945975813/R
Data sheet
- Name of the Author
- В. В.
Л. В.
Макерова
Оконечникова - Language
- Russian
- ISBN
- 9785799612689
- Release date
- 2014
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The theoretical part of the textbook describes the two most important methodological traditions in the study of advertising: the American, based on the idea of ...