Advertising, being a key element of a marketing campaign, is closely connected with psychology. It is very difficult to convince a person to buy a particular product if you do not have data on the patterns of influence of certain factors on his consciousness. It is very important for marketers to clearly understand how advertising affects the brain. PR psychology is aimed at studying the peculiarities of perception of images, colors, videos, text, etc.
The following levels of advertising impact on the buyer's consciousness are distinguished:
suggestive (suggestion);
affective (emotional);
cognitive (receiving and transmitting information);
conative (behavior).
These levels form the basis of many advertising tools.
AIDA (Attention, Interest, Desire, Action).
ACCA (Attention, Comprehension, Convection, Action).
DIBABA (identifying the Reason to Choose Our Database Service needs of potential buyers – identifying needs with the advertising offer – convincing the client of the benefits of the transaction – taking into account the consumer’s reaction – creating a positive context for completing the transaction).
DAGMAR (brand recognition – assimilation – communication to the buyer about the quality of the product – persuasion – action).
Models of psychological influence of advertising
The result of advertising's impact on society is not only the management of consumer behavior and demand dynamics, but also the corresponding culture and body of knowledge. The key role is played by PR impact on certain groups of people, for example, children. In the psychology of management and marketing, many methods are based on influencing the behavior of adults through their children, for whom advertising performs, for the most part, a cognitive function.
PR uses all sorts of tools of psychological management, manipulation, and social influence. These include hypnosis, persuasion, imitation, suggestion, etc. More aggressive techniques are often used, such as the 25th frame method, neurolinguistic programming. High-quality advertising allows you to influence the emotions of the audience, stimulate sales, and increase profitability.