Sheet notes 4 - Psychology of Advertising - UL

Lecture 4: How it really works.

Additions to the sheet notes:

  • David Ogivly: a good campaign comes out of good research.
  • Bill Bernbach: Logic and over-analysis can immobilize and sterilize an idea. It's like love the more you analyze it, the faster it disappears.
  • The three secret ingrediants of a great campaing Im-Re-Gel: impact, relevance, Geloofwaardig (credibility).
  • Three qualities to become a succefull advertiser: curiosity, stamina, upside down thinking

Important for the exam:

  • Massclusivity: light buyers are more important than heavy buyers. The lecturer said that it was a good idea to make an exam question about this.
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Psychology of Advertising - UL - StudyNotes EN (2017-2018 I)

These are additions regarding the sheet notes of last year. Some extra information, new articles and notions of things said in the lectures that are important for the exams.

The original sheet notes can be found on the worldsupporter site: Lecture notes: Psychology of Advertising - ENG - UL (2015/2016)

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