Psychology of advertising

The new edition of this successful full-colour publication with many photographs and images provides up-to-date information on advertising and its impact and effectiveness. The book is intended for managers, specialists and students of marketing and advertising. The fourth edition is newly dedicated to modern trends in marketing communication concerning social networks, neuromarketing, the importance of emotions and socio-cultural factors of advertising. Readers will also get updated data on advertising in the media, new examples of effective campaigns from 2010, more examples of advertising testing, new data on research on the Czech public's attitude towards branded goods, new findings on the effectiveness of advertising on the Internet, etc. The book, whose main author is a recognized Czech authority in the field of advertising psychology, will answer the question of what kind of advertising your customer prefers and how to create effective advertising. Thanks to its complexity and reflection of the Czech market conditions, the book is unrivalled.