Psychology of Branding

Major: Psychology
Code of subject: 6.053.02.E.95
Credits: 6.00
Department: Theoretical and Applied Psychology
Lecturer: Candidate of Psychological Sciences, Assistant Chemerynska Dzvina
Semester: 5 семестр
Mode of study: денна
Learning outcomes: - to know the features Psy advertising and promotional strategies; - to know the characteristics of the political and social advertising; - be able to determine individual differences in consumer response to advertising influences; - be able to combine visual, auditory, kinesthetic and other forms of influence to promote specific products; - be able to develop models of print, video, Internet advertising; - be able to develop a corporate identity, build brand image in computer programs
Required prior and related subjects: - Social Psychology, - Psychology of motivation - Personality Psychology, - Psychology innovation - Psychology of business - Psychology of communication.
Summary of the subject: The nature and types of advertising. Rational and emotional advertising. Advertising and psychoanalysis: attention, perception, interest, desire. Types of psychological effects of advertising. Types of printed promotional products. Corporate identity. Promotional activities and strategies. Social and political reklama.Reklamni agency. The legal requirements for advertising.
Assessment methods and criteria: - current control (40%): writing reports from practical works, verbal questioning; - final control (60%, examination):maximal estimation is 100 points.
Recommended books: 1.Бутенко Н. Ю. Соціальна психологія в рекламі: Навч. посіб. — К.: КНЕУ, 2006. — 384 с. 2. Владимирска Г., Владимирский П. Реклама. Навчальний посібник. – К.: Кондор, 2009. – 334 с. 3. Кромптон А. Майстерня рекламного тексту. - М., 1998. - 243 с. 4. Музикант В.Л. Теорія і практика сучасної реклами. - М., 1998. - 328 с. 5. Психологія кольору в рекламі [Електронний ресурс]. – Режим доступу: http://toplutsk.com/articles-article_426.html 6. Психологія рекламної діяльності організації [Електронний ресурс]. – Режим доступу: http://studentam.net.ua/content/view/3373/97/ 7. Реклама: внушение и манипуляция. Медиа-ориентированный подход : Учеб. пособ. для факультетов психологии, социологии. экономики и журналистики / Под ред. М.С. Плохина. - Самара: БАХРАМ-М, 2001. - 752 с. 8. Терлецька І.В. Політична реклама.- Дніпропетровськ, 2002.