PSYCHOLOGY OF ADVERTISING

This course provides an understanding of the process and development of advertising psychology; its basic concepts and theory; and the fundamental elements of advertising psychology as applied in marketing research, advertising strategy, creation, and the media. Topics include development of advertising psychology; methods of research; strategy planning; goals of advertising; basic needs of advertising; applied psychology strategies in advertisement persuasion; applied psychology strategies in advertisement creation; media planning and memory strategies; and post-research in efficacy. This course is taught in a combined form of lecture and discussion, with the use of multiple multi-media resources. Guest speakers and class participation are important as well. The course is strictly taught in Chinese. Texts: Mouchao Ma, Advertising Psychology: Theory and Application; Zhongfang Yang, Basic elements of Advertising Psychology. Assessment: homework and participation (40%), final exam (60%).