Advertising Theory and Psychology
Course code
KOR6104.FK
old course code
Course title in Estonian
Reklaamiteooria ja -psühholoogia
Course title in English
Advertising Theory and Psychology
ECTS credits
6.0
Assessment form
Examination
lecturer of 2025/2026 Spring semester
Tiina Hiob (language of instruction:Estonian)
lecturer of 2026/2027 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
To reinforce the knowledge acquired in the course Introduction to Advertising by means of problem solving and creative tasks and to gain a deeper knowledge in advertising theory and psychology incl. advertising psychonomy
Brief description of the course
Main theoretical approaches to increasing and evaluating advertising effectiveness.
In-depth treatment of advertising psychology: mechanisms of influence, psychological effects and principles in advertising, models of psychological influence.
Linking advertising theory with practical advertising creation through group and individual assignments to solve specific advertising tasks, including creative solutions, social advertising, product advertising, and image advertising.
In-depth treatment of advertising psychology: mechanisms of influence, psychological effects and principles in advertising, models of psychological influence.
Linking advertising theory with practical advertising creation through group and individual assignments to solve specific advertising tasks, including creative solutions, social advertising, product advertising, and image advertising.
Learning outcomes in the course
Upon completing the course the student:
- has an overview of the history of advertising theory and psychology, as well as knowledge of the psychological principles underlying the reception and processing of advertising;
- is able to apply specialized theoretical knowledge in practice;
- has an overview of the history of advertising theory and psychology, as well as knowledge of the psychological principles underlying the reception and processing of advertising;
- is able to apply specialized theoretical knowledge in practice;
Teacher
Tiina Hiob MSc
Prerequisite course 1
Study programmes containing that course