广告与消费心理研究[毕业论文].doc

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摘  要
POP广告就是“购买点的广告”或“在购买场所所有能促进销售的广告”。
因为POP广告起到消费者与商品进行沟通的桥梁作用，其促销方式是直接的，故POP广告策略特别要注重销售点的心理攻势。
本文首先对广告及消费心理的相关研究进行了概述，以市场营销学、广告学和消费者心理学为主要理论依据，主要涉及了不同年龄层次消费者的购物习惯、消费者对POP广告的关注程度、POP广告对消费者心理、认知及购买行为的影响等。以市场调研中的随机抽样问卷调查法为研究方法，对江南大厦的POP广告设计和宣传现状做出分析，并且在分析的过程中提出其对消费者心理、认知和购买行为等的影响，使提出的解决措施更加合理，更具有实用性。
本文着重于理论与实际的结合，设计过程中注意方法的使用，并没有单一选择一种方法，而是针对江南大厦POP广告的实际情况采用多种方法的有机结合，探索归纳出相应的对策，如用色彩营销来增加消费者购买欲望，改善POP广告购物点的周围环境以达到消费者舒适满意的程度，也希望江南大厦有更高的宣传质量和更大的营销效果。

关键词：江南大厦；POP广告；消费心理

 
Abstract

    POP advertising means “Point of purchase advertising” or " Advertising to promoting in the places to buy”. Because POP advertising plays a bridge role for consumers and commodity to communicate, with its direct promotion, so POP advertising strategies should especially pay attention to the psychological offensive of points of purchase.
This paper firstly take a summarize on researches between advertising and consumer psychology, view Marketing, Advertising and Consumer Psychology as the main theoretical basis, mainly involves shopping habits of different levels of consumers, Consumers' concerns to POP advertising, the influence from POP advertising to consumer psychology, cognitive and purchase behavior, and so on. It takes random sampling investigation as research methods; analyze the POP advertising of South of Yangzi River building, And in the process of analysis to put forward the influence on the consumer psychology, cognitive and purchasing behavior, thus making the measures more reasonable and more practical.
This paper focuses on the combination of the theories and practice. During the design process, the author pays attention to the fully methodologies, not a single method, it chooses and combines lots of methods to adapt for the practical situations of South of Yangzi River building, explores and puts forward countermeasures like using color marketing to increase consumers’ purchasing desire, improving the surroundings of POP advertising so as to achieve the satisfaction of consumers, meanwhile wish Yangzi River building a higher publicity quality and a bigger marketing effect.

Key Words：South of Yangzi River building；POP advertising；Consumer psychology

目录

一、引言 1
二、广告与消费心理相关研究 1
（一）广告对消费者的心理功能 1
（二）广告环境下的消费心理概述 2
（三）广告与消费心理之间的相关理论与互动关系 2
（四）POP广告的异军突起 3
三、江南大厦POP广告设计宣传的现状分析 4
（一）公司简介 4
（二）POP广告的内涵界定 4
（二）调查方法，对象以及基本信息 5
（三）调查内容及数据分析 6
四、提升江南大厦POP广告营销效果的对策建议 11
（一）进行色彩营销 11
（二）优化POP广告购物点环境 11
（三）多进行现场展示 12
五、结束语 12
致   谢 13
参考文献 14
附录一：江南大厦POP广告的调查问卷 16