Психология рекламы (WinWord 97) [Диплом]

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Файл относится к разделу:
ПСИХОЛОГИЯ, ОБЩЕHИЕ, ЧЕЛОВЕК, ТЕОРИИ

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THE AUTO ABSTRACT.
In degree work " Psychology of a customer as the factor of advertising strategy " is decided a problem of development of an advertising reversion of firm in conditions, when actual there is engaging attention of a customer to advertising the producer.
In work the process of handling of an information by a customer is considered which consists of five stages: contact, attention, understanding, acceptance, reminder.
The contact can be defined as proximity to an advertising stimulus, which allows to involve one or out of five feelings of the person. The activization of feelings happens then, when the stimulus corresponds to the lower threshold of sensations or exceeds it.
The attention represents direction of understood resourceson handling of acting stimulus. The boundedness of these resources causes a selectivity of attention. The engaging of attention of customers - one from basic problems, преодалеть which will help understanding that, what factors act attention (personal and concerning to stimulus. The effect of personal performances is, that they do attention very selective. The personal factors should be considered as restriction and obstacle, which overcoming speaks about effectiveness strategy.
The factors concerning to stimulus, are performances of the stimulus. Among them - size, colour, intensity, contrast, position, direction, driving, change of circumstances, isolation, novelty, "conditional" stimulus which are !known to the person of the advertisement. These factors can be used by firm in competitive struggle for engaging of attention of customers.
On a stage of understanding the interpretation of stimulus by a customer happens. Principal in understanding is a classification of a stimulus by a customer. Consequent actualisation of stimulus passes in the form of semantic or figurative its handling.
On understanding render influence the following factors: a level of knowledge, motivation or interest customer, its expectation. The

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