Personality in the system of marketing communications

A. N. Lebedeva"s monograph and O. V. Gordyakova introduces readers with a new direction of scientific research - the psychology of marketing communications. The authors represent the results of the work carried out over the past decades with the support of the Russian Humanitarian Scientific Fund, public organizations and individuals. The monograph presents modern presentings of theoretics and marketing practitioners on the concept of marketing communications, the historical basis of which is traditional advertising, analyzed the opposite points of view of researchers on the purpose and objectives of advertising and marketing in the context of rapid socio-economic changes in modern society. Not limited to marketing analysis as a type of economic activity and the main business instrument, the authors consider marketing communications as a global socio-economic phenomenon, in the center of which is a person. This is not only about the personality of the consumer, but also about the personality of the advertiser-marketer, as well as their social environment, which affects the thinking and behavior of all subjects of the marketing communications system. The results of unique for domestic economic psychology of research, in particular, the influence of commercial and social advertising on persons in the state of the changed consciousness suffering from mental illnesses, etc., as well as the results of experimental study of emotional assessments of commercial proposals in various marketing communications, taking into account individual psychological and Personal characteristics of consumers. The results of numerous empirical studies of the influence of marketing communications on consumers are presented, as well as persons who are not like that, that is, on those people who refer to the so-called non-target groups" population. The authors of the monograph are leading experts in our country in the field of psychology of advertising, marketing and marketing communications, they are engaged in the study of these phenomena in the framework of applied and fundamental psychology since the late 1980s