Dr Cordula Cerha is a marketing professional with over 15 years of experience. She earned her undergraduate and doctorate degrees at Vienna University of Economics and Business Administration. She is managing partner at CMC-Consultants, a firm offering research and training in marketing and sales management. She teaches at University of Applied Arts Vienna, Vienna University of Economics and Business Administration, University of Applied Sciences for Management and Communication Vienna and several other academic institutions.
Advertising is all about consumer emotions, motivation, attitudes, cognition, and behaviour. The Advertising Psychology course provides an introduction to the psychology of persuasion and consumer behaviour for marketing and advertising purposes.
Part I covers consumer emotions and motivation.
Part II focuses on cognitive processing.
Students will become acquainted with psychological concepts and consumer research techniques. By the end of the course, students should understand how advertising may impact consumers on a psychological level. They will have learned to apply basic persuasive concepts to current advertising practices.