Presentations in English

0. Overview

Structure of the course. Logic of the lectures. "Advertising Psychology". Sources. Requirements.

Updated:  February 2016

1. Science and advertising

Sciences and theories related to the advertising business. Advertising Psychology as an interdisciplinary science. Methods. Top scientists. Three ways of measurement of efficiency.  Experimental psychology, focus group survey. Associated sciences: Economical psychology. Network research. Neuromarketing. How to utilise results of the experimental psychology?

Updated: February 2016

2. Conscious and unconscious

How to push the "Buy button"? Direct communication with the unconscious brain? Do work the subliminal stimuli? Determining experiments from the 80's. Topics and projects of neuromarketing: Mere exposure effect, Positive effect, Priming. The significance of PRIMING. Activation og the "selfish", "emphatic" and "defensing" EGO. The "butterfly" effect. Examples of the drive-boost and drive reduction theories.

Updated: March 2016

3. The art of influence

Malicious manipulation vs. motivation. How to grab attention, desire and want?  "Packaging" and "encoding" of the information: The Message. The direct and the encrypted message. Denotation and connotation. The main motivator: The  Promise. The promise of happiness. Persuader's responsibility.

Updated: February 2016

4. Doors of Reception. Perception's research

Perception and Apperception. The exposure stage and the comprehensive stage. Levels of Resistance. Conscious and unconscious avoid of adverstising. The "Otter effect". Banner blindness. The Impulse Mass and its price. The meaning of colours. Subliminal advertising.Eye Tracking Camera Research. Screen optimization.

Updated: March 2016

4. Grabbing the Attention

Nature of attention. Spontaneous and focused attention. Awareness tests. Catching, loading and keeping the attention. The AIDA model. The power of Unusual. Creativity for attracting attention. Kinds of singularity. How is a "gag" working? The "WOW experience", the "HAHA experience" and the "OOPSs Experience". Teaser campaigns.

Updated: March 2018

5. Memory and Support of Remembering

Short time and long time memory. The strategies of repetition. Over exposition and the "ad-hijacking". The efficiency curves of campaign dynamic. "Follow up" and "Reminder" technics for better remebering. The priming effect - the importance of emotionality. Measuring of memory: Recall and Recognition. Brand awareness. What is Top of Mind? Supporting the memory: the "mnemotechnical" methods.

7. Motivation

The importance of motivation. Happiness - as the queen of motivating strength. Hidden persuading - subconscious effects. History of motivation survey. George Katona's disciplines. The treasury of motifs. Rational and emotional influence. Negative-positive; extrinsic-intrinsic motivators. The battle on the top of Maslow's pyramide. Generating new motifs...

Updated: Sept. 2017

8.The World of Attitudes

Changing one's mind. The structure of attitude: strength, direction, stability. The "bommerang effect". The development of customer's attitudes. Self image. Ego and its four faces. The cognitive dissonance. Building of a brand image. Interrelations: national proud and social responsibility. Interiorisation. Streotypes and prejudges. The mind map.

9. Image and Image Transfer

Verbal and visual connotation. Born of the image. Transferring the image. Measuring and visualizing of the image. Image profiles.

10. Motivation and Attitude Survey. A Know-how to questionnaires

How to make a professional questionary? Types of scales.  Types of direct and control qestions.

11. Psychological processes of elaboration

The AIDA, DAGMAR, ROGERS, AD-FORCE and LIKE models.  Involvation - the unknown factor.