Advertising Psychology and Research

""Advertising Psychology and Research"" by Darrell Blaine Lucas is a comprehensive exploration of the psychological principles that underlie effective advertising. The book covers a wide range of topics related to advertising, including consumer behavior, market research, message design, and media planning. It provides readers with a deep understanding of the ways in which advertising can influence consumer attitudes and behavior, and offers practical advice for designing and executing successful advertising campaigns. The book is divided into three sections. The first section provides an overview of the advertising industry and introduces readers to the basic concepts of advertising psychology. The second section delves deeper into the psychological principles that underlie effective advertising, including attention, perception, memory, motivation, and persuasion. The third section focuses on practical applications of advertising psychology, including market research, message design, media planning, and campaign evaluation. Throughout the book, Lucas draws on real-world examples and case studies to illustrate key concepts and provide readers with a practical understanding of how advertising psychology can be applied in the real world. The book is written in a clear and accessible style, making it an ideal resource for students, researchers, and professionals in the advertising industry.This scarce antiquarian book is a facsimile reprint of the old original and may contain some imperfections such as library marks and notations. Because we believe this work is culturally important, we have made it available as part of our commitment for protecting, preserving, and promoting the world's literature in affordable, high quality, modern editions, that are true to their original work.