Электронная библиотека
Влияние эмоционального фактора в социальной рекламе на поведение целевой аудитории. Обзор зарубежной литературы
Червакова П.Д.
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1 |
Введение | |
2 |
Концептуальные основы социального маркетинга и социальной рекламы | |
4 |
Темы, использующиеся в социальных кампанияхИспользование эмоционального элемента в социальной рекламе | |
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Таблица 1. Темы социальной рекламы, рассматриваемые в эмпирических исследованиях | |
6 |
Страх | |
7 |
ОтвращениеВина, стыд | |
8 |
Положительные эмоции в социальной рекламе | |
9 |
Юмор в социальной рекламеТаблица 2. Эмоциональный элемент в рекламе и восприятие его зрителем | |
10 |
Новые методы измерения эффективности социальной рекламы | |
11 |
Таблица 3. Нейробиологические методы в маркетинге | |
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Заключение | |
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Литература |
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Червакова Полина Дмитриевна
Стажер исследовательской компании АО «Нейротренд». г. Москва