Psychological aspects of product promotion in the advertising management system under the competitive conditions of the knowledge economy

Анотація

The article considers the issues of psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. Based on the research, it was proposed to organize the model of sensory or emotional reaction, which leads to the controlled advertising management. The purpose of the study was to examine the psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. It is shown that first, modern advertising tries to create conditions for the buyer's conscious and deliberate perception of an advertising appeal, and therefore for automatic purchase, ensuring not a one-time, but a permanent purchase process. Thus, advertising is the only element of marketing management, which starts with an effort to understand the consumer, his requests, and needs. Because of that, advertising research is conducted in many areas: product analysis, market research, analysis of possible mass media and communication media. However, the basis of the foundations is the study of consumer characteristics, the study of possible motives for their behavior. Therefore, the study of psychological aspects of product promotion in the advertising management system under the competitive conditions of the knowledge economy is relevant. The article considers issues of psychological aspects. It has been proven that in the system of advertising management under the competitive conditions of the knowledge economy, models of sensory or emotional reaction usually use one or more of the following four principles: generation of feelings of cordiality, excitement, fear, fun by advertising; generating a sense of satisfaction from the advertising appeal itself; transformation of experience, when new attributes are imperceptibly added to a well-known trademark; the process of developing a conditioned reflex, when feelings, attitudes towards advertising or a transformed user experience are to be associated with a brand. Mental activity can also influence feelings, attitudes towards advertising and the transformation of user experience: the audience can stimulate their feelings by recalling relevant personal experiences; the attitude of a pre-advertising appeal may be influenced by someone's authoritative opinion, or it may be liked precisely because of its informativeness, etc. Keywords: psychological aspects of product promotion, advertising management system, competitive conditions, knowledge economy, marketing.

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