La psicología y las marcas: una aproximación al rol del psicólogo en la agencia de publicida
At the end of the last century, advertising and marketing changed their way of understanding the consumer, them were seen as a decision-makers to be mediated by the production costs of benefits ignoring other variables that influenced the decision-making. Now a days brands are built from a set of...
| Autor Principal: | Montoya González, Daniel |
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| Formato: | info:eu-repo/semantics/article |
| Idioma: | spa |
| Publicado: |
Psicología
2017
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| Materias: | |
| Acceso en línea: |
http://hdl.handle.net/10819/4298 |
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| Sumario: |
At the end of the last century, advertising and marketing changed their way of understanding the consumer, them were seen as a decision-makers to be mediated by the production costs of benefits ignoring other variables that influenced the decision-making.
Now a days brands are built from a set of attributes that are intended to communicate directly with the consumer.
This paper offers an approach to the role of psychologists in advertising agency starting from the experience in an internship over one year, in order to explain how psychological knowledge can enrich these processes and ends with a intervention proposal from a psychoanalytically oriented psychological view to the brands. |
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