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Jay Goldston
Psychology Of Advertising
Psychology Of Advertising
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The ro1e of advertising in modern society needs no comment; the applications of psychological principles to advertising often mark the difference between success and failure. More and more, these principles are becoming recognized, and the psychologist is being consulted on advertising problems, as the developments in consumer analysis and market research show.
The book is intended, in the first instance, as a text for courses in the psychology of advertising. Students taking such a course usually have received some preliminary instruction in general psychology. Such a background naturally will facilitate study of the book. The work, however, should not for that reason be unintelligible to the advertising executive, the copy-writer, or the business man who prepares his own advertisements. With such readers in mind, many technical points which might otherwise be taken for granted are elaborated in some detail.
The book is intended, in the first instance, as a text for courses in the psychology of advertising. Students taking such a course usually have received some preliminary instruction in general psychology. Such a background naturally will facilitate study of the book. The work, however, should not for that reason be unintelligible to the advertising executive, the copy-writer, or the business man who prepares his own advertisements. With such readers in mind, many technical points which might otherwise be taken for granted are elaborated in some detail.
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