Advertising Campaigns from a Psychological Perspective: What Consumers Value Most.

This thesis was born out of a passion for marketing and psychology and a desire to bring these two disciplines together: hence the idea of a paper that could investigate the factors (especially psychological ones) that influence consumers more deeply during product/service promotional activities. During the reading, we will begin with an overview of marketing and its evolution, and evaluate the definition of marketing mix. Next, we will investigate the principles and rules for creating an advertising campaign suitable for the target audience. We will conclude with an analysis of the psychological factors that are most successful in advertising campaigns and their effectiveness on consumers.