Psychology of advertising

What kind of advertising does your customer prefer? What do they like and what do they reject? How does a specific image or sound affect them? How do you create an effective advert and how do you determine its effectiveness? The 5th edition of this successful book, whose main author is a recognised authority in the field of advertising psychology, will answer these and other questions. The book is intended for managers, specialists, and students of marketing and advertising. Thanks to its comprehensiveness and reflection of Czech conditions, it has no competition on the market.
The publication provides up-to-date information on advertising, its impact and effectiveness. It covers, for example, modern trends in marketing communication related to new findings on the effectiveness of advertising on the internet and social media, neuromarketing, the importance of emotions, and the socio-cultural factors of ad creation. Readers will also get the latest data on advertising in newspapers, magazines, radio, and television. The updated edition is supplemented with new examples and the results of long-term representative research on the Czech public's attitudes towards advertising.