The Psychology of Marketing and Advertising: Why We Buy the Things We Do

The art of salesmanship has existed for as long as human culture. The advertising and marketing employed today, however, is a systematic, distinct, and sophisticated science one that recognizes and takes advantage of how the human psyche plays an active role in buying behavior. Written in accessible language, The Psychology of Marketing and Advertising: Why We Buy the Things We Do provides an introduction to marketing strategies and techniques, explains how the science of selling has evolved, and documents how understanding the human mind and identifying what satisfies it makes for extremely convincing marketing messages.

The book addresses topics such as the essentials of consumer behavior and why it is important to marketing, the components of "the Marketing Mix," the techniques advertisers use to get our attention, the psychology of pricing and sales, and the major Ps of marketing Product, Price, Place, and Promotion. Emphasis is placed on the value of market research and its relevance to the nature and methodologies of marketing. The included case studies describe examples of marketing and advertising strategies employed in the real world, thereby providing valuable insights and encouraging readers to think critically and become more aware consumers.