Методи за фокусирано убеждаване в рекламата - от апатия на потребителя към решение за покупка
Methods of precision persuasion in advertising — from consumer apathy to buying decision

Summary/Abstract: Methods of precision persuasion and the role of psychology in advertising appear to become more significant nowadays, due to the constantly increasing number of commercial messages, which overwhelm consumers day by day. Traditional marketing and advertising prove to be insufficient, as far as they barely analyse the deep necessities, motivation, and situational factors, mediating the purchasing decision of modern consumers. Here come the latest trends in marketing, such as the representatives of Guerilla Marketing, to offer much more efficient approaches toward motivating consumer behaviour, as they directly attack the unconscious mental processes. Although some authors argue the morality of such methods, they undoubtedly reveal innovative principles and opportunities in the sphere of advertising, which can successfully be applied with regard to highly humane goals.

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