2005 – comunicare.ro: Psihologia reclamei / Petre, D. & Iliescu, D. (2005). Psihologia reclamei. Bucureşti: comunicare.ro.
“Advertising, as both a theoretical domain and a field of practice, is currently undergoing a process of legitimization and identity-seeking. Primarily an applied activity, advertising has had to borrow methods, techniques, and tools to serve its main stated goal: to sell goods, services, and ideas. While in its early stages advertising was done in a largely intuitive manner—mainly through informing and relying on the genius of exceptional creatives—the current trend is increasingly toward specialized research and scientific approaches.
The goal of modern and postmodern advertising is to transform it into an investment rather than a game of chance, to engage the consumer using communication technologies and tools grounded in theory, derived from a solid conceptual framework.”
The Psychology of Advertising is the second volume in a pioneering work within the Romanian context, combining thoroughly documented theoretical insights with practical applications drawn from the authors’ direct experience.
Buy the book here: https://edituracomunicare.ro/carti/colectii/cursuri-universitare/psihologia-reclamei-psihologia-reclamei-si-a-consumatorului-vol-2-525.html