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摘  要
POP廣告就是“購買點(diǎn)的廣告”或“在購買場(chǎng)所所有能促進(jìn)銷售的廣告”。
因?yàn)镻OP廣告起到消費(fèi)者與商品進(jìn)行溝通的橋梁作用，其促銷方式是直接的，故POP廣告策略特別要注重銷售點(diǎn)的心理攻勢(shì)。
本文首先對(duì)廣告及消費(fèi)心理的相關(guān)研究進(jìn)行了概述，以市場(chǎng)營銷學(xué)、廣告學(xué)和消費(fèi)者心理學(xué)為主要理論依據(jù)，主要涉及了不同年齡層次消費(fèi)者的購物習(xí)慣、消費(fèi)者對(duì)POP廣告的關(guān)注程度、POP廣告對(duì)消費(fèi)者心理、認(rèn)知及購買行為的影響等。以市場(chǎng)調(diào)研中的隨機(jī)抽樣問卷調(diào)查法為研究方法，對(duì)江南大廈的POP廣告設(shè)計(jì)和宣傳現(xiàn)狀做出分析，并且在分析的過程中提出其對(duì)消費(fèi)者心理、認(rèn)知和購買行為等的影響，使提出的解決措施更加合理，更具有實(shí)用性。
本文著重于理論與實(shí)際的結(jié)合，設(shè)計(jì)過程中注意方法的使用，并沒有單一選擇一種方法，而是針對(duì)江南大廈POP廣告的實(shí)際情況采用多種方法的有機(jī)結(jié)合，探索歸納出相應(yīng)的對(duì)策，如用色彩營銷來增加消費(fèi)者購買欲望，改善POP廣告購物點(diǎn)的周圍環(huán)境以達(dá)到消費(fèi)者舒適滿意的程度，也希望江南大廈有更高的宣傳質(zhì)量和更大的營銷效果。

關(guān)鍵詞：江南大廈；POP廣告；消費(fèi)心理

 
Abstract

    POP advertising means “Point of purchase advertising” or " Advertising to promoting in the places to buy”. Because POP advertising plays a bridge role for consumers and commodity to communicate, with its direct promotion, so POP advertising strategies should especially pay attention to the psychological offensive of points of purchase.
This paper firstly take a summarize on researches between advertising and consumer psychology, view Marketing, Advertising and Consumer Psychology as the main theoretical basis, mainly involves shopping habits of different levels of consumers, Consumers' concerns to POP advertising, the influence from POP advertising to consumer psychology, cognitive and purchase behavior, and so on. It takes random sampling investigation as research methods; analyze the POP advertising of South of Yangzi River building, And in the process of analysis to put forward the influence on the consumer psychology, cognitive and purchasing behavior, thus making the measures more reasonable and more practical.
This paper focuses on the combination of the theories and practice. During the design process, the author pays attention to the fully methodologies, not a single method, it chooses and combines lots of methods to adapt for the practical situations of South of Yangzi River building, explores and puts forward countermeasures like using color marketing to increase consumers’ purchasing desire, improving the surroundings of POP advertising so as to achieve the satisfaction of consumers, meanwhile wish Yangzi River building a higher publicity quality and a bigger marketing effect.

Key Words：South of Yangzi River building；POP advertising；Consumer psychology

目錄

一、引言 1
二、廣告與消費(fèi)心理相關(guān)研究 1
（一）廣告對(duì)消費(fèi)者的心理功能 1
（二）廣告環(huán)境下的消費(fèi)心理概述 2
（三）廣告與消費(fèi)心理之間的相關(guān)理論與互動(dòng)關(guān)系 2
（四）POP廣告的異軍突起 3
三、江南大廈POP廣告設(shè)計(jì)宣傳的現(xiàn)狀分析 4
（一）公司簡(jiǎn)介 4
（二）POP廣告的內(nèi)涵界定 4
（二）調(diào)查方法，對(duì)象以及基本信息 5
（三）調(diào)查內(nèi)容及數(shù)據(jù)分析 6
四、提升江南大廈POP廣告營銷效果的對(duì)策建議 11
（一）進(jìn)行色彩營銷 11
（二）優(yōu)化POP廣告購物點(diǎn)環(huán)境 11
（三）多進(jìn)行現(xiàn)場(chǎng)展示 12
五、結(jié)束語 12
致   謝 13
參考文獻(xiàn) 14
附錄一：江南大廈POP廣告的調(diào)查問卷 16