Psychology of Advertising & Media

Bachelor

The students • understand how consumers perceive advertising and the goals, purposes, and models of advertising effectiveness. • can explain concepts and terms related to advertising design and understand the limitations of commercial advertising as well as the influence of digital media. • are proficient in advertising design, including environment, frequency, design features, color and font design, images, music, and language. • are familiar with the basics of money and price psychology, including price sensitivity and price structure. • understand forms of digital marketing and online commerce as well as the use of big data. • can explain referral marketing and marketing with influencers and understand the influence of online reviews. • are proficient in the basics of communication and are familiar with classical communication models as well as means of verbal and non-verbal communication.

None

• Advertising & Purchasing (Advertising in consumer perception, Purpose and objectives of advertising, Models of advertising effectiveness, Concepts and terms for advertising design, Limits of economic advertising, Advertising and consumer behavior with digital media) • Advertising Design (Advertising environment, Frequency of presentation, Continuity & Consistency, Macrotypical design features of an advertisement, Color design, Typography, Images in advertising, Music and auditory images in marketing, Language, Perception of quantities & numbers, Time perception) • Money & Price Psychology (Price sensitivity & stability, Motivational aspects of price perception, Price structure) • Digital Marketing & Online Commerce (Forms of digital marketing, Digital vs. physical goods, Product Placement, Big Data and algorithms in psychology) • Recommendation Marketing & Influencers (Online reviews and electronic word-of-mouth, Marketing with influencers) • Basics of Communication (Concept & delimitation, communicative competence, Definition of communication psychology) • Classical Communication Models (Overview of selected communication models: Shannon & Weaver, Schulz von Thun; Grice's maxims of communication, Rules for successful communication according to Rogers, Communication model according to Watzlawick) • Means of verbal and non-verbal communication (Listening, Asking questions, Explanations, Laughter & Humor, Haptic signals, Body language, Proxemics, Physical characteristics) • Forms of Communication (Intrapersonal and interpersonal communication, Communication forms in practice)

• Bak, M. P. (2019). Werbe- und Konsumentenpsychologie: Eine Einführung. Stuttgart: Schäffer-Poeschel. • Felser, G. (2023). Werbe- und Konsumentenpsychologie. Berlin: Springer. • Frindte, W., & Geschke, D. (2019). Lehrbuch Kommunikationspsychologie. Weinheim: Beltz. • Röhne, J., & Schätz, A. (2020). Psychologie der Kommunikation. Berlin: Springer. • Scott, W. D. (2018). The psychology of advertising: A simple exposition of the principles of psychology in their relation to successful advertising. London: FB&c Ltd.

• Quiz • Seminar Paper

English

6

20

4.0

20% of the course will be covered through eLearning. This will involve a combination of online phases (inductive method for independent acquisition of knowledge and practicing tasks) and face-to-face sessions (deductive method providing assistance in the learning process and imparting knowledge through lectures).

4

STGL

2

VWP4

integrated lecture

Compulsory

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