The role of psychology in marketing

Remark 1

Marketing and psychology are two inseparable activities that must work at the same time. Marketing is about customer satisfaction. Without knowing and not understanding what drives a person in making decisions, it is difficult to determine the optimal type of product for production. Therefore, marketing relies on the research of psychologists. Knowledge of human psychology makes the job of marketers easier.

Long-term mutually beneficial customer relationships are an important marketing element in a company. To form them, it is necessary to understand the mood, tastes, and preferences of the target audience.

A number of principles of psychology are distinguished by which a person is guided when exposed to external stimuli and making appropriate decisions:

  1. the principle of reciprocity;
  2. the principle of obligation;
  3. the principle of authority;
  4. the principle of social proof;
  5. the principle of attachment;
  6. the principle of scarcity;
  7. the principle of novelty;
  8. grouping principle;
  9. forgetfulness principle.

The first principle is used in marketing in its purest form. Free promotions, pleasant bonuses, gifts, surprises that the company presents to its customers allows to develop word of mouth and increase consumer loyalty. Reciprocity can cause any little thing to buy or order.

Many people feel uncomfortable when they have to break their obligations. Subconsciously, everyone tries to keep their promises. Loyalty can be attracted and nurtured through the first principle, but the principle of commitment should not be ruled out either. It is necessary to make the client feel obligated.

The company must become an authority or an expert, then people will catch up with it. For this, the site is filled with relevant content, the company's employees participate in thematic conferences. A reputable company gains trust from customers and sales grow.

The principle of social proof or herd instinct. It is much easier to join a group than it is to act on your own.

The company should only work with its target audience. But it is impossible for everyone to like it, so you need to interact with those customers who can really become loyal.

The effectiveness of the scarcity concept works for certain social categories of people. Its basis is the ratio of supply and demand. If a product does not sell well, then an artificial shortage is created. Sales are increasing, but not for long.

To apply the illusion of novelty, multichannel marketing is practiced. You should often flicker in front of potential consumers. A company needs to disseminate information about itself and its products through a variety of media and channels.

Short-term memory prevents people from remembering more than seven details. To improve the situation, similar items are grouped.

It is common for all people to forget. Most of the information disappears from the consumer's mind. Therefore, when composing advertising messages, writing content on the site, you should pay attention to catchy words, headings.

Models of the psychological influence of advertising

Advertising as the main part of marketing is directly related to psychology. Without knowledge of the psychological foundations of human consciousness, it is impossible to understand how to convince a consumer to purchase the advertised product or service. Marketers must understand the psychology of advertising, which examines the mechanism of its effect on the human brain. She studies the peculiarities of the perception of text, images, colors or videos, etc.

There are four levels of psychological influence of advertising on the consumer:

  • cognitive (cognition, messaging);
  • affective (emotions);
  • suggestive (suggestion);
  • conative (behavior).
  1. AIDA: Attention - Interest - Desire - Activity;
  2. ACCA: Attention, Comprehension, Convection and Action;
  3. DIBABA: identifying the needs of potential consumers - identifying the needs of consumers with the advertising offer - convincing the buyer of the profitability of the purchase - taking into account the buyer's reaction - creating a favorable atmosphere for the purchase;
  4. DAGMAR: brand recognition - assimilation (informing the consumer about the quality of the product) - persuasion - action.

Remark 2

Advertising uses various methods of psychological influence, manipulation and social influence. These are suggestion, persuasion, imitation, hypnosis and other techniques. The advertising uses the effect of the 25th frame, neurolinguistic programming. Through advertising, the company stimulates sales and ultimately makes a profit.

Psychological foundations of consumer behavior

Remark 3

Consumer behavior research is interdisciplinary. Understanding and substantiating the reasons for a specific behavior of people is studied not only in the framework of marketing, but also in psychology, sociology, management and economics.

There are two models of customer behavior:

  • consumer orientation to meet their needs;
  • striving to make desires come true.

Consumer behavior is determined by their desires. Recession, scarcity, abundance and inflation in the market can both cause and effect certain behavior.

The psychology of consumer behavior is based on several principles:

  1. the gestalt principle;
  2. the iceberg principle;
  3. dynamic principle;
  4. the principle of image and symbolism;

According to the first principle, a broad understanding of the problem of the consumer's choice of a product (why he bought this particular product) is studied, therefore the gestalt of behavior is studied.

The second principle is that the required information is not always explicit. Therefore, in most cases, certain consumer behavior is explained by hidden reasons. Sometimes the buyer himself cannot justify the reason for the purchase.

The behavior of people is influenced by society, psychological and other attitudes, stereotypes and patterns of action. When gathering information about behavior during the survey, meaningful information is often ignored. The behavior of people, even if their social status is practically the same, is different. Therefore, they should be assigned to different groups.

The psychology of advertising is using all its strength and ingenuity to get us to buy something that we didn't even intend to do five minutes ago. Or buy a product from this particular manufacturer, in reality, not much different from others. Advertising not only stimulates sales, but shapes our worldview. To get around the pitfalls of advertising, it is necessary to discern the techniques of influence used in marketing. And knowing them, you can independently find in advertising the characteristic ways of persuasion, influence on your choice and act on the basis of not emotions, but rational considerations.

Any product, product or service is designed to satisfy an existing need. As you know, there are five groups of needs. A. Maslow made the assumption that the average person satisfies needs in the following degree (moreover, the advertised and purchased products and goods do little to satisfy normal human needs, but undoubtedly justify the salaries of marketers and advertisers):

  • 85% - physiological,
  • 70% - safety and protection,
  • 51% - love and belonging,
  • 40% - self-respect,
  • 12% - self-actualization.
  1. Physiological needs (biological and physiological needs) are the needs for food, drink, sleep, shelter, intimacy, etc. It is obvious which products and goods we buy are designed to meet these needs.
  2. The need for safety (safety needs) - underlies the advertising of armored doors, alarms, security systems for an apartment, personal cars, self-defense equipment, etc.
  3. The need for belongingness and love needs - this need is based on advertising for social networks, dating services, family entertainment, hobby clubs, etc.
  4. Esteem Needs - Fashionable clothes, fashion products, cosmetics, sports cars, gadgets all take advantage of the need for respect.
  5. Self-actualization needs - here we are talking about advertising art objects, educational services, travel related to self-development, etc.

What methods of influence are used in marketing:

1. The effect of gratitude. Few people like to feel indebted. The feeling of gratitude has been reinforced in human behavior through natural selection. The more viable and successful were those families and primitive communities in which gratitude was practiced. Therefore, when we receive a gift, even small, even unnecessary, we want to give something in return.

One of the American charities sent letters to private addresses asking for donations, taking addresses from the telephone directory. 18 percent of recipients responded. When a small gift - a pocket calendar - was included in the same letters, 35 percent of recipients sent donations.

This technique is used not only by benefactors. Firms that produce cosmetics, cigarettes, stationery, various food products, often arrange free distribution or tasting of samples of their products in stores, or even right on the street. After that, many buyers feel obligated to buy the product.

2. The effect of this word... An interesting pattern has emerged from a campaign to collect donations for people with disabilities in Israel. Two weeks before the collection of donations, people went to their homes, inviting local residents to sign a petition in support of people with disabilities. When fundraisers came to the same houses two weeks later, the collection almost doubled compared to those areas where there was no preliminary preparation. Those who signed the petition were now embarrassed not to help people with disabilities themselves - with their own money.

3. Effect of imitation. In the course of one of the studies, it turned out that if collectors of donations, going from door to door, show in each house a bill for the change of money, in which the neighbors have already signed, then the "harvest" increases dramatically.

4. The effect of attractiveness. A study conducted 30 years ago in Canada showed that likable, photogenic individuals are more likely to win local government elections. Moreover, voters, if asked whether the candidate's appearance plays a role, stubbornly insist that they do not attach importance to such external, superficial signs, but only look at the programs and business experience of the candidates.

5. The effect of authority. Dr. Matthias Rath, a German physician and businessman, advertises his "cell medicine" system by placing a photograph of the much more famous scientist, Louis Pasteur, next to his portrait. The signatures explain that Pasteur opened the way to rid mankind of infectious diseases, and the system of Dr. Rath (who has nothing to do with Pasteur and his discoveries) will make it possible to forget about many other common diseases. Or another example: in a commercial for toothpaste, an actor appears in a white coat and claims that the toothpaste is "recommended by all dentists."

6. The effect of the deficit. While working at the University of Florida, psychologist Stephen West noticed that one day students began to speak significantly better about the quality of food in one of the cafeterias on campus. Even the day before, they preferred other catering points. It turned out that there was a fire in the cafeteria and the institution had to be closed for several weeks for repairs. The food "tasted better" after the renovation. This case proves once again that we value more what is inaccessible to us.

Therefore, advertisers are doing the right thing, inserting phrases like "the offer is valid only for a week" or "stocks of goods are limited" into their texts. If a product uses a rare and hard-to-find natural raw material, say, shark fins, plants from Tibet or cosmic dust, it is sure to be mentioned in advertisements, whether this is true or not.

7. Effect of color or synesthesia. Synesthesia is the psychological relationship between words and sensory sensations. For the first time, creative personalities - artists and writers - drew attention to this phenomenon. In the middle of the twentieth century, psychologists began to seriously study synesthesia. They proved that synesthesia is characteristic of all people, but it manifests itself in the overwhelming majority of cases at an unconscious level. The sound or gustatory sensation of color arises spontaneously, but it is characterized by striking consistency and similarity in all people. Depending on the circumstances, this or that color psychologically evokes certain feelings.

For example, green is cold, sour, persistent. It is perceived as a natural, "natural" color, is used in advertising of health-improving, pharmacological preparations, medical cosmetics lines, beer (sour taste).

Another example, brown - earthy, natural, comfortable. This color unconsciously emphasizes experience and tradition. It is used in advertising of goods, the main characteristic and advantage of which is tradition. Brown focuses on the test of time, lack of frivolity.

Black color - heavy, addictive. This color in advertising is intended to emphasize the solemnity, weight, importance of the product, “justifies” the high cost of exclusive products.

White color is light, unfolding, sonorous. Like black, in itself is not as significant as in a pair. Used together with cold colors to emphasize the "refreshing" characteristics of the product, it meets the concepts of "purity", "sterility".

The main task of advertising, meanwhile, is not even promoting goods and stimulating sales. Advertisers seek to make the future buyer "realize" a need that he had never suspected before, and only then convince him that this particular product will best satisfy this need.

In order not to fall into the trap of advertising, you must, first of all, be aware of your needs and act on the basis of inner motives. By strengthening self-confidence, self-confidence, tolerance of one's own shortcomings, and hence the shortcomings of others, it is quite possible to protect yourself from advertising manipulation.

And a few points that really improve the quality, life expectancy, make us happier, and most often they are inexpensive and do not need to be known for the brands of manufacturers:

  • good rest,
  • regular medical examination - for prevention purposes,
  • night sleep - comfortable bed, relaxing environment,
    • Rating 4.67 (3 Votes)

Ministry of Education of the Russian Federation South Ural State University Department of Social Psychology

Bogdanova O. Yu.

PSYCHOLOGY OF MARKETING

Tutorial

Chelyabinsk SUSU Publishing House

BBK Yu959. s7 + S95.918. y7 UDC 658.8.01 (075.8)

Lysenko O.Yu. Marketing Psychology: A Study Guide. - Chelyabinsk: SUSU Publishing House, 2002 .-- 66 p.

The manual contains the foundations of the theoretical material necessary for the mastering by students of the specialization "Social Psychology" of the special course "Psychology of Marketing", the purpose of which is to form the foundations of professional skills for the practical activities of a psychologist in the field of marketing. To a greater extent, the emphasis is on the basic concepts of marketing, as well as information on such areas that are quite “young” for Russian marketing, such as branding and psychographics.

The manual is intended for full-time students of the Faculty of Psychology, as well as psychologists, sociologists, graduate students.

Il. 1, tab. 2, list of literature - 28 titles.

Approved by the educational and methodological commission of the Faculty of Psychology.

Reviewers: Savchenko T.Yu., Kostyuchenkova O.E.

INTRODUCTION ……………………………………………………………… ..

1. BASIC MARKETING CONCEPTS ………………………………

1.1. The concept of marketing and its basic components ………………… ..... 6

1.2. Marketing as a complex "4 P" …………………………………………. 8

1.3. Marketing environment ……………………………………… ... 9

1.4. Basic principles of marketing …………………………………… ...... 10

1.5. Marketing goals …………………………………………………………. 11 2. MARKETING CONCEPTS …………………………………………… 11

2.1. Conceptual concepts of marketing ………………………………… .. 12

2.2. Applied marketing concepts depending on the scope of its application

changes …………………………………………………………… ................... 13

2.3. Marketing concepts based on the state of demand. Types of demand ………………………………………………………………………… ... 15

2.4. Management concepts of marketing …………………………… ..... 17 3. DEVELOPING MARKETING CONCEPTS …………………….

4. MARKET SEGMENTATION ……………………………………… ..… 25

4.1. General approach to market segmentation. Variables segmenting

vaniya ……………………………………………………………………………. 26

4.2. Selection of target market segments. Market coverage strategies ... ... ... ..... 29

4.3. Product positioning ……………………………………………. 30 5. CONSUMER BEHAVIOR ……………………………………… .. 31

5.1. Main Factors Determining Consumer Ratings and Behavior 32

5.2. Analysis of consumer behavior ……………………………………… .. 36

5.3. Directions of consumer research ............................................................................. 36

5.3.1. Attitude and methods of its study ………………………………………………………………………………………………………… 37

5.3.2. Study of the level of customer satisfaction …………. 38

5.3.3. Study of consumer intentions …………………………………… 39

5.3.4. Examining the buying decision making process ……………………

5.3.5. Studying consumer behavior during and after purchasing ……… ..

5.4. Psychographics concept. Psychographic research ………….

5.5. Consumer lifestyle study and market segmentation

based on psychographic types ………………………………………… ..

5.5.1. Measuring consumer lifestyles based on the VALS 1 method

5.5.2. Measuring consumer lifestyles based on the VALS 2 method

6. MARKETING RESEARCH ……………………………..

6.1. Marketing information. IIA …………………………………… .... 47

6.2. The concept of marketing research ………………………………… 49

6.3. Types of marketing research ……………………………………. 50

6.4. Marketing research process ……………………………… .. 52

6.5. The main methods of marketing research …………………… .. 55

7. BRANDING ………………………………………………………………… 58 7.1. From the history of branding ……………………………………………… …………. 58

7.2. Basic concepts of branding ………………………………………… .. 59

7.3. Positioning of the brand and its promotion ……………… .. 60

1. BASIC MARKETING CONCEPTS

Marketing as a product of the market economy has become known throughout the world for its effectiveness in both commercial and non-commercial spheres. Having formed into an independent science at the beginning of the last century, it took its place among the achievements of economic theory and business practice that influenced the worldview of not only entrepreneurs, but also politicians, statesmen, public, religious leaders and many others. The successful activity of each of them in a competitive environment, having a positive impact on the well-being of millions of people, the well-being of countries and, to a certain extent, on the progress of civilization, largely depends on the effectiveness of the marketing management of the relevant entities. It is characteristic that the objective necessity of applying marketing in Russia has long been obvious to both scientists and practitioners who have actively adopted its most well-known individual techniques from the very first years of market reforms.

1.1. Marketing concept and its basic components

V the term “marketing” is based on the word “market”, which means “market”. Therefore, the most common is the interpretation of marketing as a management system, economic management in market conditions, proclaiming the orientation of production to meet the needs of specific consumers.

Marketing according to its broad understanding is a social and administrative process through which individuals and groups of people, through the creation of products and their exchange, get what they need. This process is based on the following key concepts: need, desire, demand, product, exchange, deal, market.

A need is a need, a need for something that requires satisfaction. When a person is unable to satisfy some need, he or she replaces or reduces the level of his requests. The concept of needs underlies the theories of motivation (Freud, Maslow, etc.), including those determining consumer behavior in the market. It is often said that the main task of marketing is to find a need and satisfy it.

Desire is a need that has taken a specific form in accordance with the cultural level and personality of the individual. Therefore, desire is often defined as a specific need. For example, a general need for food is transformed into a more private need for fruit, which, in turn, is embodied in a specific need - the desire to buy apples. Moreover, in different regions and countries, general needs are transformed into a wide variety of desires, determined by cultural, historical, geographical and other factors. Residents of different countries satisfy the same need for food by consuming different food products. Consumers living in the same country and experiencing the same need can satisfy it by purchasing different products.

1.2. Marketing as a complex "4 P"

The concept of marketing is often considered through a marketing mix (or marketing mix), which F. Kotler defined as follows: oroketting tools that the subject operates to solve marketing problems in the target market. These marketing tools affecting the consumer, Jerome McCarthy for the first time in 1959 conventionally combined

v four groups of instruments, or "4 R":

- product (product);

- price (price);

– place, i.e. marketing distribution channels ( place);

- promotion.

In other words, a set of marketing tools (or systemic marketing tools) is a set of factors of its internal environment controlled by an organization, affecting the consumers, it customer feedback and the set goal. In this regard, it is important to talk about the consistency of the use of marketing tools "4 R".

Sign of consistency (complexity) marketing toolkit means the following.

1. Each of the systemic marketing management tools has qualities that are lost if it is used to influence the consumer separately, outside of connection with other systemic tools. For example, lowering prices for a product is unlikely to be effective without appropriate changes in promotion and distribution policies.

2. Marketing management tools, used systematically, have such an impact on the consumer that is not inherent in any of them taken separately.

Quite accurately the essence of these provisions reflects the term "marketing mix", proposed at the time by Harvard professor Neil Borden. When explaining the sign of the consistency of the corresponding marketing actions, he figuratively compared the systemic marketing management tools with the ingredients of the dough - the mixture for the pie, calling them in this regard the marketing mix.

Recently, there have been attempts by some authors to expand the concept of "marketing complex", which traditionally includes four elements (the concept of "4P"), introducing into its composition other elements that begin in English with the letter P (people - people, consumers; personal - personnel; package - packing

ka; purchase - purchase; probe - research, testing, public relations -

public relations), thus offering the concepts "5P", "6P", "7P", "9P".

1.3. Marketing environment

The key concepts of marketing include the concept of the marketing environment, which is formed from many external factors acting on the company and directly affects the efficiency of the company.

Marketing environment- a set of actors and forces acting outside the company that influence the development and maintenance of profitable relationships with target customers by marketing services. The rocketing environment is subdivided into a micro-environment and a macro-environment (7).

Marketing microenvironment- groups of people showing real or potential interest in the organization or influencing its ability to achieve its goals. The marketing microenvironment can be roughly divided into the following large groups.

Suppliers are business firms and individuals who provide a company and its competitors with the material resources needed to produce specific goods and services.

Vendor events can seriously affect a firm's marketing efforts. A shortage of certain materials, an increase in prices for component parts can disrupt the regularity of supplies of materials, and, as a result, lead to a decrease in the production of this company. Therefore, the study of prices for items of supply and delivery schedule is one of the tasks of the marketing service research.

Marketing intermediaries - firms that help the company in the promotion, marketing and distribution of its products to consumers. Marketing intermediaries include:

a) resellers - business firms that help the company in finding customers or selling goods;

b) intermediaries for the organization of goods movement - transport organizations, railway companies and other cargo handlers;

c) agencies for the provision of marketing services, helping the company to more accurately position and promote its products on the markets.

Financial institutions - banks, credit, insurance, investment companies, brokerage firms and other organizations that help the firm finance transactions or insure itself against entrepreneurial risk.

State institutions - any organization financed from the state budget. Government agencies can facilitate the activities of the enterprise and even place part of their orders with the given firm. When implementing large projects, as a rule, the positive support of local government agencies is sometimes necessary, so any enterprise should take into account constant cooperation with government agencies.

Civil Action Groups - consumer organizations, environmental groups, labor unions, social movements, national organizations.

Analysis of the marketing microenvironment allows us to assess the parameters of the “field” in which the company has to work. The main purpose of such an analysis is to identify the strengths and weaknesses in the activities of the contact audiences of the company, which allows planning strategic and tactical actions for the development and distribution of goods.

The activities of any enterprise are constantly influenced by many environmental factors ( marketing macro environment). Of course, the diverse enterprise environment cannot be reduced to a set of separate, unrelated variables. Some factors influence others and vice versa. At the same time, in the marketing literature there is a well-established idea of ​​external uncontrollable factors of the enterprise macroenvironment, which are usually subdivided into social, technological, economic, political and cultural. orolysis of the macroenvironment an enterprise, which is an integral part of desk marketing research, is based on an assessment of the factors that most affect the commercial activity of an enterprise.

1.4. Basic principles of marketing

In the literature, the following basic principles of marketing are distinguished: Principle 1. Careful consideration in decision-making of needs, consisting of

niya and dynamics of demand and market conditions.

Adherence to this principle presupposes a good knowledge of the market situation with respect to the existing and projected value of demand, activities in the market of competitors, behavior in the market of consumers and their relationship to the products of this organization and its competitors. At the same time, consumers often do not know very well what they want. They only want to solve their problems as best they can. Therefore, one of the main goals of marketing is to understand what consumers want.

Principle 2. Creation of conditions for maximum adaptation of production to market requirements, to the structure of demand based not on immediate benefits, but from a long-term perspective.

The modern concept of marketing is that all activities of an enterprise (scientific and technical, production, sales, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production towards meeting those needs. Marketing means developing, producing and marketing what there is really consumer demand for. The marketing system makes the production of goods functionally dependent on requests and requires the production of goods in the assortment and volume required by the consumer. When implementing the marketing concept, the emphasis on making economic decisions is shifted from the production units of the enterprise to the units that feel the pulse of the market. The marketing service is a think tank, a source of information and recommendations not only for the market, but also for production, scientific, technical and financial support.

Stores come up with new strategies to increase sales every day. The psychology of advertising and marketing is designed to get people to buy as much as possible. The buyer makes an independent, unconscious choice, takes the product, and himself, as if under hypnosis, moves it to his basket. And only at home he realizes that he spent all his money on a product that he does not need at all.

How to protect your wallets from unnecessary waste and counteract shopping traps? To do this, you first need to understand your needs and desires at the present time. A. Maslow identified the basic needs and developed a pyramid.

Maslow pyramid

1. Physiological.

The most basic lowest level. A person needs food, water, shelter, sleep, intimacy. Only after satisfying this level of needs, he will be ready to move on. As a rule, all stores emphasize their sales, relying on these desires of a person, since there is always a great demand for them.

2. Safety and security.

All people need their own corner where he can hide in case of impending danger. Therefore, they install armored doors, alarms, intercoms, video intercoms, buy cars and self-defense equipment.

3. Love, affection, communication, friends.

To find friends and new acquaintances, a person goes online, builds relationships on a dating site. There are entertainment clubs where you can do something together and socialize.

4. Success, respect, recognition.

It is important for a person to be noticed and appreciated. Therefore, he wants to dress fashionably, maintain beauty, buy expensive sports cars, famous brands of perfumes and cosmetics, the latest models of gadgets. Stores are always aware of new clothing collections, current styles in the world of fashion, modern technology. And demand, as you know, gives rise to supply.

5. Self-actualization, improvement.

This is the highest level of need, to which not all people get. Having satisfied the previous needs, a person strives for knowledge, he has a desire to learn, get an education, and improve himself. Here, firms target art, educational programs, travel.

Marketing gimmicks

The following types of influence on the human subconscious are used:

1. "Display of goods of daily demand."

To buy bread, milk, eggs or butter in a store, you have to wade through almost the entire store. And when you reach your destination, you already have a full basket of groceries, which are good if they come in handy later, but the family budget is already very worn out.

This is done with the aim of buying other items along the way and increasing the number of sales.

2. "Red price".

Very often discounts of 50%, 70%, etc. are arranged. We subconsciously think that we are getting benefits from this purchase, because we are buying at a lower price. But in fact, behind discounts, stale goods are hiding, with expiration dates or an increase in price in advance.

3. "Gratitude".

After purchasing a product, some shops give a small present, which, as a rule, costs a penny and is unnecessary. The buyer is pleased with this sign of attention, but the feeling of duty remains that he needs to be given something in return for this. And he will come to this store again to receive pleasant service and return the debt as a purchase.

4. "Imitation and competition".

Situations based on this effect are used in advertising. For example, how a crowd storms a store to buy certain goods, they find it very profitable and attractive. Or how friends fight over a chocolate bar.

Subconsciously, "the light comes on": you have to take it before the others are ahead.

5. "Attractiveness".

An important role in the purchase of a product is played by who advertises it. Therefore, for the role of the performers of the commercial, they take beautiful slender photo models, famous actors. A person subconsciously forms trust in the product.

6. “Hurry. The quantity of goods is limited. "

Often this offer makes you grab the money and run at all times to the store. A fictitious deficit effect is created. The brain does not even have time to process the information.

7. "Color solution".

The psychological relationship of color to sensory sensations is used. For example, green is freshness, nature. It can be seen in advertisements for health medicines and medical cosmetics.

In order not to fall for the bait of the store and rationally use your money, you must adhere to the following rules:

  • Buy only on a pre-compiled list.
  • Do not go to the store hungry.
  • It is advisable not to use a cart, but to take a basket for groceries.
  • We pay attention not only to branded products.
  • Promotions and discounts are not an indicator of a favorable price.
  • We pay only in cash.
  • At the checkout, we refuse to buy a product at a discounted price.

Explanatory note

The aim of the course is to develop students' ideas about the main approaches to the study of advertising from the point of view of psychology, the mechanisms of the influence of advertising messages on a person, assessing the degree of their effectiveness, and the general influence of advertising on culture. Relying on the basic fundamental training of students with a certain stock of general psychological knowledge, to provide orientation of students in the field of perception processes, processing of advertising information and the formation of consumer behavior under the influence of an advertising campaign, which will allow them to determine their own professional position in scientific and practical work on the development of effective advertising shares.

Objectives of the course

  • To form an idea of ​​the basic concepts, ideas, principles and facts related to the psychological problems of the advertising business.
  • To acquaint with different theoretical and methodological approaches to the analysis of advertising products.
  • Orientate in the field of motivational and cognitive factors that influence the creation of effective advertising.
  • Give a general outline for the development of an advertising concept and marketing strategy.
  • To strengthen interest in psychological facts and patterns of compositional, color and perceptual decisions based on the material of specific advertising projects.

This course is designed for senior students of psychological faculties and involves compulsory listening to basic courses in general psychology. The course "Psychology of Advertising and Marketing" is necessary for graduates of the Faculty of Psychology to substantiate their own professionally grounded strategy and tactics of theoretical and applied research in the field of advertising psychology. The course can also be recommended as an optional student to other liberal arts departments studying marketing and advertising.

Section 1. Introduction to the psychology of advertising

1.1. General understanding of the psychology of advertising. Basic definitions of advertising. Advertising history: heralds institute, display advertising, fairs, advertising arrangements, entertainment posters, signatures, publishing stamps, bookplates. Information offices. The first advertising agency. The first specialized advertising publication. The first advertising campaign. The first law on advertising. Social areas of advertising and types of advertising messages

1.2. The structure of the advertising industry. The main components of the communication and interaction system in the advertising business. Manufacturer (advertiser). Advertising product and its publishers. Consumer of advertising. Philosophy of an advertising agency (according to N. Foster). Types of agencies, their structure. Specialization of employees of advertising agencies.

Section 2. Psychological structure of advertising

2.1. General characteristics of the psychological foundations of advertising. Cognitive and evaluative activity of the consumer. The main motives of the consumer's appeal to advertising. General properties of needs. Types of consumer motives: utilitarian, aesthetic, prestige motives, achievements, traditions.

2.2. Psychological formulas for the impact of advertising on the consumer. AIDA, AIMDA, ACCA, APPROVAL, DAGMAR, DIBABA. The main ways to attract attention. Interest formation: attitudes, contagion and imitation. Desire stimulation. Suggestion effect in advertising. Persuasion, suggestion, imitation, infection. Formation and change of social attitudes.

Section 3. Advertising as a communication process (8 hours)

3.2. The semiotic nature of advertising. Culture as a generator of sign systems. Popular culture and high art. The social character of the signs, their main features. The law of attaching symbols in advertising. The law of fetishizing a symbol. Symbolic languages ​​of advertising. National characteristics of advertising.

Section 4. Psychological features of an advertising product

4.1. Creation of an advertising product. Stages of creating an advertising message: searching for an idea, developing an advertising text, developing a visual solution, preparing a layout. The main approaches to creating advertising: rational, emotional. Characters in advertising, main types and their characteristics. Principles of gestalt psychology in advertising.

4.2. Main advertising distribution channels, advantages and disadvantages. TV advertisement (script). Advertising in the press (newspapers, magazines, directories). Outdoor advertising (poster advertising, lighting installations on the roofs, urban equipment, LCD screens). Advertising on transport (outdoor, indoor). Radio advertising. Advertising in the cinema. Interior advertising. Computer advertising. Non-media advertising means (print advertising, souvenir advertising, advertising at exhibitions and fairs). Non-traditional types of advertising distribution channels (air advertising, "air" advertising, space advertising, sports advertising).

Section 5. Introduction to Marketing

5.1. Marketing: basic concepts. Basic definitions: marketing, buyer, customer, demand. Four systems of marketing service. Tasks of marketers. Basic principles of marketing.

5.2. Advertising company. Classification of advertising campaigns. The goals of the advertising campaign: their functions and types. Drawing up a plan for an advertising campaign. The concept of media planning. Media channel. Media carrier. Psychological characteristics of media carriers. Advertising budget. The main budget items. Methods for calculating the advertising budget: "percentage of sales", residual principle, competitive parity, "by determining the share of the advertising market", the method of goals and objectives, the regression method.