Media psychology

Media psychology

1. Emotional response

   • short-term memory
   • long-term memory

2. Psychology of persuasion and communication

   • models
   • tactics
     • tools
       • 6S'

3. brand equity

4. creative strategy

   • creative concepts
     • target group
       • consumer buying behaviour
     • main focus
     • influencing factors
   • choice of message strategy
     • cognitive
     • affective
     • behavioural
   • sources/spokepersons
   • creative detail