Introduction advertising unit Structure

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13.10 SUMMARY 
Consumer psychology is the process whereby individuals 
decide whether, what, when, where, how and from whom to 
purchase goods and services. In consumer behaviour we consider 
not only „why‟, „how‟, and „what‟ people buy but other factors also, 
such as „where‟, „how‟ and „under what circumstances the 
purchases ar
e made‟. 
The decisions taken by consumers in relation to the purchases 
are influenced by various factors such as culture, subculture, Social 
Class, Personal Factors such as age, income, occupation, life style 
and personality etc. 
Buying motives are the urges which compete consumers to 
buy. Buying motives are generally classified as 
(a) Primary 
Motives (b) Secondary Motives
: The most commonly known 
secondary buying motives are fear, profit, vanity, habit, curiosity, 
sex, love, comfort, patronage motive etc. 
Selling points
refer to important features of a product that 
influence the decision of people to buy. 
Visualisation 
is the process of seeing through one‟s mind‟s 
eye about the construction of it. It is forming initially a mental 
picture of the idea that would appear in the Advertisement. 
Copy 
means a written matter in any advertisement. It may 
consist only one word or many words. A copy consists of headlines, 
subheads, captions etc. 
Headline
is a word or phrase printed in large letters above the 
advertising message. Headline gives in brief a fair, idea of the 
contents of the copy. As people go through a newspaper or a 
magazine the headline is the only thing that attracts its attention.
Slogan 
is a sentence used repeatedly by a company of any 
organisation to create an impression in the minds of the customers. 
The word 
„logo‟
comes from the Greek word „logos‟ meaning 
„simply the world‟. The noun „logos‟ also appears in the Bible 
signifying „the word of God‟. Apart from large corporations in every 
country even the small businessman and one-man enterprises 
have adopted the corporate logo as a means for creating brand 
recognition and corporate image. 

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