Summary of Articles and Lectures
Advertising and Consumer Psychology
Study: M-COM
Course: Advertising and Consumer Psychology
Date: 14 January 2019
,Table of Content
Week 1 – MarCom in Real-life........................................................................................................................ 4
1. Subjects.............................................................................................................................................................4
2. Artcces..............................................................................................................................................................5
Article 1 -i Fourrieer S., Aver, J., 20 11) hee rieiveee, brani,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,5
Article 0 -i Ganr,ier B., Leev, S., 21955) ., hee prou,rce ani, eee brani,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,9
Article 3 -i Keller K., Le., 21993) ., Couiceperanleiei, meanurrei, ani, manian,ei, crueoumer-ibanue, brani, equree,.,.,10
Article 4 -i Mritii,an D., G., 20 16) ., Manian,ei, brani,u ei eee an,e ouf DIY Brani,ei,:B eee CBBAA anpprouance.,.,.,.,.,01
3. Lecture............................................................................................................................................................25
Week 2 - The consumer behavior eco-system...............................................................................................28
1. Subjects...........................................................................................................................................................28
2. Artcces............................................................................................................................................................29
Article 1 -i Feeuceerei M., eeelmanii h., 20 15) ., Brani, relantiouiueepu rrle.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,09
Article 0 -i eeanee A., Fel,iec, P., 20 8) ., Feft, ,eanru ruei, eee iroui, mou,el ouf an,vertiuei,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,34
Article 3 -i Keller K., Seerieeanl B., h,boure A., 20 0) ., heree qureutiouiu ,our iee, eou anu, anboure ,ourr brani,.,
.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,4
Article 4 -i hveru,, A., Kaneiemani D., 21981) ., hee franmei, ouf ,eceueouiu ani, eee pu,ceoulou,, ouf ceouece.,.,.,.,.,43
3. Lecture - Consumer Behavior Ecosystem.......................................................................................................47
Week 3 - Consumer decision making............................................................................................................ 50
1. Subjects...........................................................................................................................................................50
2. Artcces............................................................................................................................................................51
Article 1 -i Ceeriev A., Blaner S., 20 15) ., Douei, iell b, ,ouei, ,ouou,:B hee beievouleie eanlou ouf courpouranee
uouceanl reupouiuebelee,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,51
Article 0 -i C,r D., eean, M., Leem .., Stibe A., 20 18) ., suei, eee elanbourantioui le,eleeouou, mou,el eou exaanmeie
ouileie peruranueoui eerour,e iebueee ,eue,i.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,57
Article 3 -i Kerv,i .., Feu,e S., h., Manlouie C., 20 10) ., Brani,u anu eieeitiouianl an,eieu franmeiour,:B eoui
perceeve, eieeitiouiu ani, anbelee, cani manp brani, perceptioui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,65
Article 4 -i Siel,eiu S.,h.,Le.,A 20 18) ., Prppeeu oui an uerei,:B Ser,,ei, couiuceouru ani, ricouiuceouru prouceuueu ei
couiurmer reueanrce.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,70
3. Lecture............................................................................................................................................................77
Week 4 - Personality, self and others........................................................................................................... 80
1. Subjects...........................................................................................................................................................80
2. Artcces............................................................................................................................................................81
Article 1 -i Bel, A., W., 21988) ., Pouuueuueouiu ani, eee exaeei,e, uelf.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,81
Article 0 -i Poureanl S., Abrant A., Bei,exaei M., 20 18) ., Brel,ei, an ermani brani,:B Brani, anieeroupoumourpeeum
riranvele,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,91
Article 3 -i Vououri A., J., J., vani ,er Veei G., vani Aoumpan, h., J., Le., Prr,i A., h., 20 18) ., Ie ean,eu eiou eou eani,ou:B
hee relantive empoureanice ouf vanlreu veruru eraneeu ei couiurmer brani, relantiouiueepu.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,96
Article 4 -i Leee J., K., eaniuei S., S., Leee S., Y., 20 18) ., hee efece ouf brani, peruouianlee, uelf-icoui,rree, oui
brani, ei,an,emeie ani, prrceanue eieeitioui:B hee mou,erantii, roule ouf uelf-ieueeem oui Fancebouou,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,1 1
3. Lecture..........................................................................................................................................................107
Week 5 - Does the target react automatcallyy........................................................................................... 108
1. Subjects.........................................................................................................................................................108
2. Artcces..........................................................................................................................................................109
2
, Article 1 -i Ceoue D., Bani, e., Woud,,iu,e B., W., Leee Y., I., Keeb K., M., 20 18) ., eoui brani, ,euclouurre timei,
ani, brani, proumeieice eifreice couiurmer'u eieeitioui eou ueanre brani,e, eieereaneimeie couieeie.,.,.,.,.,.,.,.,.,.,.,.,1 9
Article 0 -i Ded,ueerereu A., Smeee P., K., Vani Bananrei A., B., We,boul,ru D., e., 20 5) ., hee ricouiuceouru
couiurmer:B .feceu ouf eiverouimeie oui couiurmer beeanveour.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,117
Article 3 -i Franiuei M., Le., Verle,e P., W., Kermanie A., Smee .., G., 20 15) ., A e,poulou,, ouf couiurmer
ueranee,eeu four reueutii, an,vertiuei, ani, an reveei ouf meceanieumu four courieerei, eeem.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,103
Article 4 -i Manei S., C., Kouueiu,e M., .anve G., Stilliell D., J., 20 17) ., Pu,ceoulou,ecanl eanr,etii, anu ani efective
anpprouance eou ,e,eeanl manuu peruranueoui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,108
3. Lecture..........................................................................................................................................................132
Week 6 - Tactcs and trends in marcom...................................................................................................... 134
1. Subjects.........................................................................................................................................................134
2. Artcces..........................................................................................................................................................135
Article 1 -i Bouermani Krre,emeeer Zure,erveei Bour,eueru 20 17) ., Bileie beeanveouranl an,vertiuei,:B A
leeeranerre reveei ani, reueanrce an,ei,an.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,135
Article 0 -i Jäg,er h., .euei, M., 20 13) ., .feceu ouf feanr-ianrouruei, ani, ermourouru anppeanlu ei uouceanl
manr,etii, an,vertiuei,:B hee mou,erantii, roule ouf preour anter,e eouianr, eee an,vertiue, beeanveour.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,140
Article 3 -i Krourier S., 20 18) ., 4 ,e, preicepleu eeane iell eelp ,our eou emplemeie iantive an,vertiuei, ei ani
efective ani, urueaneianble maniier.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,145
Article 4 -i Serec, M., Vani Bananrei A., B., eoullani, A., W., Vani Kieppeiber, A., 20 9) ., ermour ei
an,vertiuemeieu eieaniceu prou,rce le,ei, b, mere anuuouceantioui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,147
3. Lecture..........................................................................................................................................................154
3
, Week 1 – MarCom in Real-life
1. Subjects
What are marketing, and consumer behavior?
What are Brand association networks?
What is the role of psychology and marketing communications in this?
Paid, owned and earned communication.
Effect models.
4
Advertising and Consumer Psychology
Study: M-COM
Course: Advertising and Consumer Psychology
Date: 14 January 2019
,Table of Content
Week 1 – MarCom in Real-life........................................................................................................................ 4
1. Subjects.............................................................................................................................................................4
2. Artcces..............................................................................................................................................................5
Article 1 -i Fourrieer S., Aver, J., 20 11) hee rieiveee, brani,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,5
Article 0 -i Ganr,ier B., Leev, S., 21955) ., hee prou,rce ani, eee brani,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,9
Article 3 -i Keller K., Le., 21993) ., Couiceperanleiei, meanurrei, ani, manian,ei, crueoumer-ibanue, brani, equree,.,.,10
Article 4 -i Mritii,an D., G., 20 16) ., Manian,ei, brani,u ei eee an,e ouf DIY Brani,ei,:B eee CBBAA anpprouance.,.,.,.,.,01
3. Lecture............................................................................................................................................................25
Week 2 - The consumer behavior eco-system...............................................................................................28
1. Subjects...........................................................................................................................................................28
2. Artcces............................................................................................................................................................29
Article 1 -i Feeuceerei M., eeelmanii h., 20 15) ., Brani, relantiouiueepu rrle.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,09
Article 0 -i eeanee A., Fel,iec, P., 20 8) ., Feft, ,eanru ruei, eee iroui, mou,el ouf an,vertiuei,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,34
Article 3 -i Keller K., Seerieeanl B., h,boure A., 20 0) ., heree qureutiouiu ,our iee, eou anu, anboure ,ourr brani,.,
.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,4
Article 4 -i hveru,, A., Kaneiemani D., 21981) ., hee franmei, ouf ,eceueouiu ani, eee pu,ceoulou,, ouf ceouece.,.,.,.,.,43
3. Lecture - Consumer Behavior Ecosystem.......................................................................................................47
Week 3 - Consumer decision making............................................................................................................ 50
1. Subjects...........................................................................................................................................................50
2. Artcces............................................................................................................................................................51
Article 1 -i Ceeriev A., Blaner S., 20 15) ., Douei, iell b, ,ouei, ,ouou,:B hee beievouleie eanlou ouf courpouranee
uouceanl reupouiuebelee,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,51
Article 0 -i C,r D., eean, M., Leem .., Stibe A., 20 18) ., suei, eee elanbourantioui le,eleeouou, mou,el eou exaanmeie
ouileie peruranueoui eerour,e iebueee ,eue,i.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,57
Article 3 -i Kerv,i .., Feu,e S., h., Manlouie C., 20 10) ., Brani,u anu eieeitiouianl an,eieu franmeiour,:B eoui
perceeve, eieeitiouiu ani, anbelee, cani manp brani, perceptioui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,65
Article 4 -i Siel,eiu S.,h.,Le.,A 20 18) ., Prppeeu oui an uerei,:B Ser,,ei, couiuceouru ani, ricouiuceouru prouceuueu ei
couiurmer reueanrce.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,70
3. Lecture............................................................................................................................................................77
Week 4 - Personality, self and others........................................................................................................... 80
1. Subjects...........................................................................................................................................................80
2. Artcces............................................................................................................................................................81
Article 1 -i Bel, A., W., 21988) ., Pouuueuueouiu ani, eee exaeei,e, uelf.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,81
Article 0 -i Poureanl S., Abrant A., Bei,exaei M., 20 18) ., Brel,ei, an ermani brani,:B Brani, anieeroupoumourpeeum
riranvele,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,91
Article 3 -i Vououri A., J., J., vani ,er Veei G., vani Aoumpan, h., J., Le., Prr,i A., h., 20 18) ., Ie ean,eu eiou eou eani,ou:B
hee relantive empoureanice ouf vanlreu veruru eraneeu ei couiurmer brani, relantiouiueepu.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,96
Article 4 -i Leee J., K., eaniuei S., S., Leee S., Y., 20 18) ., hee efece ouf brani, peruouianlee, uelf-icoui,rree, oui
brani, ei,an,emeie ani, prrceanue eieeitioui:B hee mou,erantii, roule ouf uelf-ieueeem oui Fancebouou,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,1 1
3. Lecture..........................................................................................................................................................107
Week 5 - Does the target react automatcallyy........................................................................................... 108
1. Subjects.........................................................................................................................................................108
2. Artcces..........................................................................................................................................................109
2
, Article 1 -i Ceoue D., Bani, e., Woud,,iu,e B., W., Leee Y., I., Keeb K., M., 20 18) ., eoui brani, ,euclouurre timei,
ani, brani, proumeieice eifreice couiurmer'u eieeitioui eou ueanre brani,e, eieereaneimeie couieeie.,.,.,.,.,.,.,.,.,.,.,.,1 9
Article 0 -i Ded,ueerereu A., Smeee P., K., Vani Bananrei A., B., We,boul,ru D., e., 20 5) ., hee ricouiuceouru
couiurmer:B .feceu ouf eiverouimeie oui couiurmer beeanveour.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,117
Article 3 -i Franiuei M., Le., Verle,e P., W., Kermanie A., Smee .., G., 20 15) ., A e,poulou,, ouf couiurmer
ueranee,eeu four reueutii, an,vertiuei, ani, an reveei ouf meceanieumu four courieerei, eeem.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,103
Article 4 -i Manei S., C., Kouueiu,e M., .anve G., Stilliell D., J., 20 17) ., Pu,ceoulou,ecanl eanr,etii, anu ani efective
anpprouance eou ,e,eeanl manuu peruranueoui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,108
3. Lecture..........................................................................................................................................................132
Week 6 - Tactcs and trends in marcom...................................................................................................... 134
1. Subjects.........................................................................................................................................................134
2. Artcces..........................................................................................................................................................135
Article 1 -i Bouermani Krre,emeeer Zure,erveei Bour,eueru 20 17) ., Bileie beeanveouranl an,vertiuei,:B A
leeeranerre reveei ani, reueanrce an,ei,an.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,135
Article 0 -i Jäg,er h., .euei, M., 20 13) ., .feceu ouf feanr-ianrouruei, ani, ermourouru anppeanlu ei uouceanl
manr,etii, an,vertiuei,:B hee mou,erantii, roule ouf preour anter,e eouianr, eee an,vertiue, beeanveour.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,140
Article 3 -i Krourier S., 20 18) ., 4 ,e, preicepleu eeane iell eelp ,our eou emplemeie iantive an,vertiuei, ei ani
efective ani, urueaneianble maniier.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,145
Article 4 -i Serec, M., Vani Bananrei A., B., eoullani, A., W., Vani Kieppeiber, A., 20 9) ., ermour ei
an,vertiuemeieu eieaniceu prou,rce le,ei, b, mere anuuouceantioui.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,147
3. Lecture..........................................................................................................................................................154
3
, Week 1 – MarCom in Real-life
1. Subjects
What are marketing, and consumer behavior?
What are Brand association networks?
What is the role of psychology and marketing communications in this?
Paid, owned and earned communication.
Effect models.
4
