Psychology of Color in Advertising

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Providing unique, accessible lessons on advertising, this title in the bestselling 101 Things I Learned® series is a perfect resource for students, recent graduates, general readers, and even seasoned professionals.

Understanding psychology is the key to creating advertising with persuasive power.

Understanding psychology is the key to creating advertising with persuasive power.

Understanding psychology is the key to creating advertising with persuasive power.

This issue is about how to improve measurement of progress in obesity prevention.

A history of how, in the mid-twentieth century, we came to believe in the concept of creativity.