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as of 12/12/2017

PSYCHOLOGY OF ADVERTISING
Country - Partner Institution - Programs: China - Peking University, Beijing - 'Peking Univ.'
UC Course SubjectCommunication
Number & Suffix: 110
Full UC Title: PSYCHOLOGY OF ADVERTISING 
Transcript Title: PSY OF ADVERTISING 
UC QTR Units - Division: 3.0 - Upper Division 
Course Description: This course provides an understanding of the process and development of advertising psychology; its basic concepts and theory; and the fundamental elements of advertising psychology as applied in marketing research, advertising strategy, creation, and the media. Topics include development of advertising psychology; methods of research; strategy planning; goals of advertising; basic needs of advertising; applied psychology strategies in advertisement persuasion; applied psychology strategies in advertisement creation; media planning and memory strategies; and post-research in efficacy. This course is taught in a combined form of lecture and discussion, with the use of multiple multi-media resources. Guest speakers and class participation are important as well. The course is strictly taught in Chinese. Texts: Mouchao Ma, Advertising Psychology: Theory and Application; Zhongfang Yang, Basic elements of Advertising Psychology. Assessment: homework and participation (40%), final exam (60%). 
Language of Instruction: Chinese
 
Partner Title: PSYCHOLOGY OF ADVERTISING 
Partner University Department: Journalism and Communication 
Partner University Course Number: 01830580