Advertising psychology: education providers, schools, information

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Are you interested in market research and the effect of advertising on potential buyers? Are you looking for a suitable school for training or further education in the field of advertising psychology?

On Ausbildung-Weiterbildung.ch you will find an overview of the most important courses on the subject of psychology for communication and marketing:

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Advertising Psychology - Psychology for Marketing and Communication

Further training in marketing psychology is aimed at communication and marketing experts as well as product managers and CRM specialists from a wide range of business sectors as well as NPOs and public administrations.

In a course in advertising psychology, you will learn how to promote your company, organization or administration with target group-oriented marketing. You will gain psychological know-how and learn how people behave and make decisions in business and society. You can apply this knowledge in all areas, be it investment, sustainability, finance, mobility, health, consumption or purchasing. Further training in the field of psychology for marketing and communication teaches skills based on psychological principles for determining target groups and personas. You will learn what customer journeys are based on and how to draw conclusions based on decision psychology. You will also be trained in how to bring about behavioral change.

Are you looking for training courses in advertising psychology? Would you like to acquire psychological knowledge in order to achieve the best possible results in the field of communication and marketing? On Ausbildung-Weiterbildung.ch you will find various courses in marketing psychology as well as a wealth of information about marketing in general. For example, you can download free guides or checklists. On the education platform, you can also read what graduates say about the various schools and courses and how they rate the further education courses. You are sure to find the right course in advertising psychology.

Questions and answers

Market and advertising psychologists carry out market psychology studies with the help of consumer surveys and thus research the motives and behavior of consumers. They evaluate what potential buyers think of a new product and filter out future trends from the data material. They examine the impact of advertising or the image of a company. Market and advertising psychology therefore analyzes sales psychology arguments.

Advertising psychology deals with socially relevant topics such as the connection between media and aggression. But also mobile communication, mass media and mass communication, attention, information processing, design as well as teaching and learning with multimedia and the Internet. Advertising psychology online is therefore particularly important today. Online use has changed fundamentally, especially among Generation Alpha.

A degree in advertising psychology is possible via a psychology degree with a specialization (usually at Master's level) in work, business, organizational or decision-making psychology or via continuing education, further training in marketing. In some cases, access to CAS courses is also possible with a tertiary degree in other fields of study.

Students acquire online knowledge about the psychological mechanisms of market processes and advertising and are able to describe and assess the effects of advertising in specific communication channels and media. This means that they can learn independently of time and place. The distance learning course in advertising psychology thus offers a high degree of flexibility for balancing work, study and private life.

A degree in Business and Advertising Psychology teaches a broad range of subjects relating to the role of advertising in the media in our world:

  • General psychology
  • Research methods
  • Scientific work
  • Statistics for psychologists
  • Methods of media use and media impact research
  • Media psychology
  • Communication psychology
  • Media competence and media education
  • Psychology of media use
  • Psychology of media effects
  • Market and advertising psychology
  • Developmental psychology

With the distance learning Master's degree in Advertising Psychology, you are not only choosing a modern, digital and cutting-edge course - you are also setting the course for a successful professional career. After successfully completing the course, you can join the media industry, marketing teams or even market research. A good start into the exciting world of advertising psychology.

Advertising psychology as a branch of applied psychology examines the effects of advertising on the experience and behavior of the (potential) buyer (demander). This includes, for example, effects on purchasing motives and purchasing decision processes. As a branch of business psychology (specifically market psychology), it therefore serves to increase the efficiency of advertising.

In the field of media and advertising psychology, classic psychological questions and models of consumer research are important. In the context of emotion and cognitive psychology, the aim is to examine human behavior, actions and feelings in the context of media. Advertising and the media are omnipresent and influence people's consumer and social behavior. In the global competition for attention and influence, they are becoming increasingly important for achieving corporate goals. Media and advertising psychology helps to design media to suit the target group.

Important aspects or topics of brand and advertising psychology are:

  • Psychology of brand management:
    • Social-cognitive foundations
    • Self-relevant aspects of brands
    • Diagnostic options
  • Customer satisfaction & customer loyalty:
    • Definition approaches
    • Development of customer satisfaction and loyalty
    • Relationship between customer satisfaction and customer loyalty
    • Diagnostic options
  • Advertising psychology:
    • Models
    • Diagnostic options
    • Derivation of recommendations for action

In advertising psychology, emotions are often used as a powerful tool to control consumers' reactions to advertising messages. Furthermore, emotions can influence consumers' attitudes towards an advertisement, a brand or a product. This is referred to as "emotion advertising psychology".

You should meet the following personal requirements for studying advertising psychology:

  • Flair for numbers
  • Computer skills
  • Organizational and planning talent
  • analytical skills
  • Systematic way of working

Continuing education, further training in advertising psychology provides application-oriented knowledge for improved brand management and advertising strategy - and thus for more sustainable and greater economic success. Continuing education, further training expands your knowledge of brand and advertising processes by teaching concrete psychological recommendations for action, instruments and possible techniques. After the continuing education, further training you will know how to apply psychological instruments in advertising and brand management.

In practice, advertisers use a range of advertising psychology techniques to optimize their messages and elicit the desired behavior from consumers. These include methods such as framing, which aims to influence the consumer's perception by varying the way in which information is presented. Or storytelling, which aims to create an emotional connection between the consumer and the brand or product.

Advertising psychology methods are diverse and relate to various aspects of advertising design and strategy. They can be divided into qualitative and quantitative research, which aims to determine the consumer's understanding and perception of advertising messages. Qualitative research in advertising psychology uses methods such as focus groups and in-depth interviews to gain insights into how consumers think and feel. In contrast, quantitative research uses statistical methods and models such as surveys and experiments to measure consumer behavior and make predictions about their future behavior. The second advertising psychology method makes it possible to determine the perception and comprehensibility of advertising messages, the emotions addressed and the generally perceived value of the product.

In an advertising psychology course, you learn roughly the following:

  • Introduction: Advertising and purchasing, perception and attention
  • Learning and memory
  • Mechanisms of behavior control: activation processes, motives and goals
  • Automatic action control from outside
  • Basics of social judgment and purchasing decisions
  • Psychology of purchasing decisions, basics of social psychology
  • Psychological constancy and reactance
  • Evaluation and construction of human satisfaction
  • Explicit and implicit attitudes, changing attitudes
  • Storytelling
  • Differential consumer psychology
  • Advertising design
  • Contents of advertising & product design
  • Perception of content
  • Money & price psychology

Redaktionelle Leitung:

Stefan Schmidlin, Bildungsberatung, Content-Team Modula AG

Quellen

Website des Schweizerischen Sekretariats für Bildung, Forschung und Innovation SBFI , Website www.berufsberatung.ch (offizielles schweizerisches Informationsportal der Studien-, Berufs- und Laufbahnberatung) sowie Websites und anderweitige Informationen der Berufsverbände und Bildungsanbieter.

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Riggenbachstrasse 16
4600 Olten
University of Applied Psychology / University of Applied Sciences Northwestern Switzerland FHNW
The FHNW School of Applied Psychology stands for sustainable work design, innovative products and optimal use of technology in business and society. For over ten years, it has been one of the leading competence centers for work, organizational and business psychology in the German-speaking world. Our continuing education programs support you in your professional development and in coping better with professional challenges.
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Region: Aargau, Basel, Bern
Sites: Olten
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