Psychological aspects of preparation of printed advertisement

Svetlana Soloveva

Master's thesis

Abstract:

Print advertising is one of the form of advertising that includes all physically printed media, such as magazines and newspapers. Today print advertising remains one of the most popular types of existing methods of promotion. Almost all companies use this method in its promotional plan, that’s why it is very important to create high quality print ad that will influence on customers and changes their purchasing behaviour. In the first part of Diploma Thetis all the necessary concepts and definitions of the topic are considered. It includes studying of topic theory, the meaning of print advertising, its history, types, advantages and disadvantages. Also, it includes theory of psychological aspects of preparation print advertising, different rules and techniques. The last chapter shows the future of print media and possible development. The second part of Diploma Thetis includes analysis of different print advertising to understand critical technics that companies use in creating print media and influence on customers. This analysis will help to understand the real practice better and identify motivational keys that helps in creation own print ad.

Abstract:

Print advertising is one of the form of advertising that includes all physically printed media, such as magazines and newspapers. Today print advertising remains one of the most popular types of existing methods of promotion. Almost all companies use this method in its promotional plan, that’s why it is very important to create high quality print ad that will influence on customers and changes their purchasing behaviour. In the first part of Diploma Thetis all the necessary concepts and definitions of the topic are considered. It includes studying of topic theory, the meaning of print advertising, its history, types, advantages and disadvantages. Also, it includes theory of psychological aspects of preparation print advertising, different rules and techniques. The last chapter shows the future of print media and possible development. The second part of Diploma Thetis includes analysis of different print advertising to understand critical technics that companies use in creating print media and influence on customers. This analysis will help to understand the real practice better and identify motivational keys that helps in creation own print ad.

Keywords

Print advertising, Psychology, Customer perception, Psychological techniques, Psychological influence.

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2018

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: PhDr. Marie Koubová
• Reader: PhDr. Karel Eliáš, CSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication