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PART B What works what doesnt and why
APPENDIX How to prompt ad awareness
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Advertising and the Mind of the Consumer: What Works, what Doesn't, and why
No preview available - 2008
15-second commercials adver advertising awareness advertising effects advertising has remained advertising’s American Express association attention attitudes attribute become behavior brand-cued brand’s advertising campaign category-cued cent Chapter Cindy Crawford click-through rate clutter communication company’s competitors connections consumers continuous tracking creative Diners Club doesn’t example execution execution-cued ad awareness experience feel Figure focal beam focus granfalloons happens high-involvement humorous ads identify important influence Jerry Seinfeld Karl Malden launch less look low-involvement market share Max Sutherland McDonald’s measures memory mental agenda mental processing mental reach message take-out Minute Maid NFO MarketMind Nike on-screen character people’s minds Pizza Hut popular positive product category radio reason recall reinforcement remained a mystery reminders retrieval cue salience seen style subliminal advertising supermarket symbols things tising trigger TRPs viewers visual voice-over Volvo week What’s Winfield cigarettes words