Μετ.Εργ. Διαφήμιση...
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.... ,
:
:.
, 2011
1. .................................................................. 1
2. .................................... 2
2.1 ......................................................... 2
2.1.1 (Economic
Man) ............................................................................................... 3
2.1.2 (Passive Man).... 3
2.1.3 (Cognitive Man) 4
2.1.4 (Emotional
Man) ............................................................................................... 4
2.2 ............................ 4
2.2.1 ... 5
2.2.2
........................................................................................ 6
2.2.3 (Need Arousal) ......................................... 7
2.3 .................. 10
2.3.1
....................................................................................... 12
3. .................................................. 19
3.1 ......................................................................................... 19
3.2 ........................................................................ 23
3.2.1 - ............ 24
3.2.2
............................................................................................. 25
() : ......... 25
() .................... 25
() ............ 25
() ..................... 25
3.3 ....................................................................... 25
4. ........... 26
5. ....... 29
6. ........................................... 45
6.1 .......................................................... 45
6.2
. ............................. 47
6.3
. ..................................................................................... 50
7. ........................................ 55
8. ............ 58
9. marketing .............. 60
9.1 ............................................................. 60
9.2 ............................. 61
9.3 ................................................ 62
9.4 .................................................................... 63
9.4.1 ...................................................... 63
9.4.2 .............................................................. 63
9.4.3 ........................................ 64
9.5 (media) ............................ 64
9.5.1 ...................................................................... 66
9.5.2 ............................................................. 67
9.5.3 ............................... 68
9.6 .................................................................................... 69
9.6.1 (Comparison Message) ..................... 69
9.6.2 (One, and Two-
Sided Messages) ............................................................................... 72
9.7 , .................................... 74
10.
marketing ................ 75
10.1 ................................................................... 75
10.2 .......................................................... 76
10.3 ..................................... 77
10.4 ......................................... 78
10.5 Web ................................................................... 81
10.6 ............................................................................... 82
12. marketing
.................................................................................. 83
12.1 ............... 83
12.1.1 ............................................................. 83
12.1.2 ............................................................... 88
12.1.3 ........ 89
12.1.4 ........................................... 89
............................................................................................ 91
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