19-108 ADVERTISING AND CONSUMER PSYCHOLOGY (AN UPDATED REPEAT)

19-108 ADVERTISING AND CONSUMER PSYCHOLOGY (AN UPDATED REPEAT)

Marv Goldberg, Mondays 10 am - 12 noon

Sonoran Room, February 18, 25, March 4, 11, 18, 25

This course reviews: 1) the understandings advertisers have developed of the consumer’s psychology and behavior and 2) the strategies they use based on these understandings to influence the consumer’s perceptions, knowledge, attitudes and actions towards the brands/products they sell. Attention is paid to the science/research that underpins these understandings/strategies. Central to this approach is the view that a key role of advertisers/marketers is to bridge the “gaps” that inevitably exist between the seller and the buyer. These include, as an example, the gap in experience and perspective that a 45-year-old marketer has in trying to “reach” and sell a product to either a 20-year-old or a 70-year-old. Classes will be guided by power point presentations with print ads and TV commercials used extensively to illustrate the points covered.