Psychology of advertising

Ukupapashwa kuye kwaqina kakhulu ebomini bethu kangangokuthi ngamanye amaxesha kubonakala ngathi uye wachitheka kuwo, njengetyuwa emanzini. Kwaye sifunde ukungathathi iintengiso ezilandelayo, ukuzihlutha kwinqanaba elincinci. Kodwa imali eninzi echithwa kwiinkampani zentengiso, ingqina ngokuchaseneyo. Ingqondo yengqondo kunye nempembelelo yentengiso yinto yokuba iyaqhubeka ifuthe ngokufanelekileyo kwimpilo yethu kunye nokukhetha kwethu.

Ukupapashwa ngokwezengqondo

I-Psychology yentengiso yaqala ukufundiswa njengezikhokelo ezizimeleyo kwicandelo lezoqoqosho lwezezimali ekuqaleni kwekhulu lokugqibela. Okwangoku sele idibene kwisitye esahlukileyo senzululwazi yentlalo-yengqondo, enokuthi ithathelwe kwinqanaba elibanzi - "ingqondo yengqondo yabathengi." Sonke siyaqhubeka sifundisisa, ukuze sifumane imigaqo emitsha nempembelelo.

Ngoko, yintoni intsingiselo yeso siqhamo njengentengiso esuka kwinqanaba leengqondo zeengqondo. Kwizinto ezilula, ezibonakalayo ezinokuthi zisebenzise abathengi ngezenzo ezithile. Ukukhetha umkhiqizo othize, unganokrokrela ukuba isandla sakho sifike kuye ngokuqinisekileyo kungekhona ngengozi. Ukupapashwa kwenza umsebenzi walo, kungakhathaliseki ukuba uyayifuna okanye awuyi. Ewe, sithetha ngeentengiso eziphezulu.

I-psychology yomthengi malunga nokuthengiswa kulula - kaninzi siyeka ukukholelwa ukuba siholwa. Mhlawumbi amavidiyo amaninzi abonakala ngathi ayengavumi, kodwa iintengiso zanamhlanje azithandi ukubhenca ingcamango. Kunoko, abathengisi bafuna isitshixo kwi- intuition yethu kunye neemvakalelo zodwa.

I-Psychology ye-motivation kwiintengiso

Kulo lonke ubomi, thina, ngenye indlela okanye enye, sonke ixesha sinamava ngempahla eyahlukeneyo kunye neenkonzo. Isizathu somsebenzi othile (kwimeko yethu - ukuthenga) kwaye kuyisishukumisayo . Sinokukhuthaza njani?

Okokuqala, i-psychology ye-motivation kwintengiso isoloko isekelwe kwimodeli yeemfuno eziphuhliswe ngu-American A. Maslow:

Isizathu esivakalayo esivakalayo kwisicatshulwa sobhengezo loluntu sisibhengezo sexabiso eliphezulu. Phantse zonke iimodeli zokukhuthaza zidlalwa kuyo, ngamanye amaxesha - ukubonisa uhlangothi olubi.

Kodwa akusoloko kushukunyiswa. Ngoko, umzekelo, ukuthengiswa kwe-inshorensi ayikwazi ukusebenzisa imfuno yokhuselo, kodwa umfanekiso wokuqatshelwa kuluntu okanye umnqweno wokuzifeza. Ukukhangela iinjongo eziyimfuneko (ezifanelekileyo) ngenye yeengxaki zokufunda ukuthengiswa kwengqondo.

Umbono wobugcisa bokukhangisa

Ukukhangisa kwangaphandle kuye kwavela ixesha elide, kwaye iindlela ezichaphazelayo nazo ziyaziwa. Abapapashi bayazi ukuba sibona ngokubonakalayo malunga ne-83% yolwazi, kwaye khumbula kabini ngaphantsi. Musa ukucinga ukuba la ma-40 ekhulwini athetha. Iingcali ezinamandla ziyazi i-psychology yokujonga ukukhangisa kwangaphandle, kwaye isebenzise konke okusemandleni ukuze sikhumbule kuphela into ebaluleke kakhulu. I-Psychology yeentengiso zangaphandle (apha ungabandakanya ukukhangisa kwi-Intanethi kwaye uprinte) ukuba iminyano enokuzinzileyo ixhaswa ngamaqela ahlukeneyo (imifanekiso, itekisi, njl.). Ingundoqo yesicatshulwa esiyifunayo ngokuzenzekelayo phezulu komfanekiso, kwicala lasekhohlo. Izimpendulo nezigqibo zibhetele kangangoko zibonwe ngezantsi okanye ngasekunene kombuzo oyintloko. Zombini izigqibo zombala kunye nokuqonda kwendawo kubalulekile (ngaphambili kubonwa phambi kwangaphambili), kwaye ingqondo yethu ibona izinto ezinkulu kunye ezicacileyo zomfanekiso ngokukhawuleza kunabantwana. Nangona kunjalo, ezi zilandelayo zingagcinanga ingqalelo, zivele "zicutshungulwe" kwinqanaba elincinci. Kwizaziso ezibonakalayo, ingcamango eyintloko isicetyiswa kuthi ngokucacileyo - ukukhetha ubungakanani bayo, ubungqingili, ukukhanya kobala okanye ukukhanyisa.

I-Psychology yentengiso kumabonwakude

Ukupapashwa kumabonwakude akukho sizathu sesinye sezibhengezo ezibiza ngexabiso eliqhelekileyo. Umfanekiso unokwenzeka kwi-dynamics, isandi songezwa kumbono obonakalayo. Ukongeza, umthengisi ukhetha ixesha lokubhenca kwabaxumi. Ngoko, phakathi kwebhola lebhola ungakwazi ukuvakalisa ngempumelelo izidakwa, kunye naphakathi kweentlobo zamantombazana - ukuhlambulula iikhikhiti. Ungakulibali ukuba ukuthengiswa kumabonwakude, asikubonanga nje ngexesha lokuphumla kweevenkile: iipostiki ngexesha lokudlulisa isikrini, amagama eempawu ezahlukeneyo kwiimvumi nakwividyo-zokugqibela, njengomthetho, kungekhona ngengozi.

Indima ebalulekileyo idlalwe ngethuba lokuthengisa. Iividiyo eziqhelekileyo zidlulileyo malunga nomzuzu, kodwa iingcali zifuna ukuba sikulungele ukuzamkela engekho emgangathweni ngokwexesha lokuthengisa. Isalathisi esifutshane, esinamandla okanye i-movie emihle emizuzu emibini, ebonwa ngathi ifilimu emfutshane iya kuba nefuthe lokusasazeka kwengqondo.

Kungakhathaliseki ukuba uhlaselwa kaninzi ngentengiso, zama ukwamkela ukuba ubukho kunye nempembelelo yayo ayinakupheka. Njengentuthuko ekhokelela ekubeni ukukhangisa kuya kuba mnandi.