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摘  要
POP廣告就是“購買點的廣告”或“在購買場所所有能促進銷售的廣告”。
因為POP廣告起到消費者與商品進行溝通的橋梁作用，其促銷方式是直接的，故POP廣告策略特別要注重銷售點的心理攻勢。
本文首先對廣告及消費心理的相關研究進行了概述，以市場營銷學、廣告學和消費者心理學為主要理論依據，主要涉及了不同年齡層次消費者的購物習慣、消費者對POP廣告的關注程度、POP廣告對消費者心理、認知及購買行為的影響等。以市場調研中的隨機抽樣問卷調查法為研究方法，對江南大廈的POP廣告設計和宣傳現狀做出分析，并且在分析的過程中提出其對消費者心理、認知和購買行為等的影響，使提出的解決措施更加合理，更具有實用性。
本文著重于理論與實際的結合，設計過程中注意方法的使用，并沒有單一選擇一種方法，而是針對江南大廈POP廣告的實際情況采用多種方法的有機結合，探索歸納出相應的對策，如用色彩營銷來增加消費者購買欲望，改善POP廣告購物點的周圍環(huán)境以達到消費者舒適滿意的程度，也希望江南大廈有更高的宣傳質量和更大的營銷效果。

關鍵詞：江南大廈；POP廣告；消費心理

 
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、廣告與消費心理相關研究 1
（一）廣告對消費者的心理功能 1
（二）廣告環(huán)境下的消費心理概述 2
（三）廣告與消費心理之間的相關理論與互動關系 2
（四）POP廣告的異軍突起 3
三、江南大廈POP廣告設計宣傳的現狀分析 4
（一）公司簡介 4
（二）POP廣告的內涵界定 4
（二）調查方法，對象以及基本信息 5
（三）調查內容及數據分析 6
四、提升江南大廈POP廣告營銷效果的對策建議 11
（一）進行色彩營銷 11
（二）優(yōu)化POP廣告購物點環(huán)境 11
（三）多進行現場展示 12
五、結束語 12
致   謝 13
參考文獻 14
附錄一：江南大廈POP廣告的調查問卷 16