PSYCHOLOGY IN ADVERTISING

  1. Course Description
    마케팅 커뮤니케이션 활동의 중요한 요소인 광고가 소비자의 제품 선택, 구매, 구매 후 행동에 어떻게 영향을 주는가를 심리학의 관점에서 연구한다. 광고의 노출로부터 인지적, 정서적, 행동적 반응을 통한 제품 구매에 이르기까지 일련의 광고 정보처리 과정과 이에 영향을 주는 소비자의 동기, 지각, 기억, 학습, 태도 등과 같은 다양한 심리적 변인들의 역할을 다룸으로써 효과적인 광고의 작용을 이해한다.
  2. Course Objectives
    - The goal of this class is to learn about the basic principles and application of advertising through psychology. - The goal is not only to study advertising, but also to learn the human psychology applied to advertising. - This class helps to understand and learn how to apply psychological theory and knowledge to advertising.
  3. Teachnig Method
    - Basic concept and theory - Focus on advertising cases to apply in psychology 팀토론과 팀미션이 많은 수업입니다. 참여가 중요한 수업이니 참고하시기 바랍니다. The course comprises extensive team debates and team missions.
  4. Textbook
  5. Assessment
  6. Requiments
    To take this course, the requirement is Understanding of Communication course. 커뮤니케이션의 이해를 필수적으로 수강.
  7. Practical application of the course
    Psychology in Advertising is the core of advertising planning and production work. And consumer psychology is widely applied not only in general companies and advertising companies but also in marketing research organizations, and it is a necessary field in marketing consulting companies. It is very important to understand the psychology of consumers in order to plan and execute a good advertising campaign.
  8. Reference