Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

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Allen & Unwin, Jan 1, 2000 - Business & Economics - 326 pages
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Contents

PART B What works what doesnt and why
137
APPENDIX How to prompt ad awareness
291
Notes
304
Index
316
Back cover
327
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About the author (2000)

Max Sutherland is a psychologist and advertising researcher. He lives in palo Alto, California.

Alice K. Sylvester is vice president of brand insights at Young & Rubicam, Inc. She lives in Chicago.

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