Psychologie reklamy – Vysekalová Jitka (2023)

What kind of advertising does your customer prefer? What do they like and what do they reject? How do specific images or sounds affect them? How to create effective advertising and how to measure its effectiveness? The 5th edition of this successful publication, authored by a recognized authority in the psychology of advertising, answers these and other questions. The book is intended for managers, specialists, and students of marketing and advertising, and due to its comprehensiveness and reflection of Czech market conditions, it has no competition. The publication provides current information about advertising, its impact, and effectiveness. It addresses modern trends in marketing communication related to new findings on the effectiveness of advertising on the internet and social networks, neuromarketing, the importance of emotions, and sociocultural factors in advertising creation. Readers will also gain the latest data on advertising in newspapers, magazines, radio, and television. The updated edition includes new examples and results from long-term representative research on the attitudes of the Czech public towards advertising.