Advertising and the Mind of the Consumer: What works, what doesn't and why
By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery.
In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why.
Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
'Essential reading for all practitioners and everyone interested in how advertising works ...' - John Zeigler, DDB Worldwide.
'Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads.' - Ignacio Oreamuno, President, ihaveanidea.org
'... reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management
'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University
'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.' - Jim Spaeth, Former President, Advertising Research Foundation
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WHAT WORKS WHAT SOESNT AND WHY
How to prompt ad awareness
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adver advertising awareness advertising effects advertising’s American Express association attention attitudes attribute audience become brand’s advertising campaign category-cued cent Chapter character clutter commercials communication connections Consumer Research creative Diners Club example execution experience exposure feather feel fifteen-second Figure focal beam focus happens humorous ads identify implicit implicit memory important influence Journal of Consumer Karl Malden Kirstie Alley Leon Festinger less look low-involvement market share MarketMind McDonald’s measures media weight memory mental agenda mental processing mental reach message take-out Minute Maid movie Nestlé Nike on-screen people’s minds Pepsi perceived popularity positive product category product placement radio reason recall recognition reinforcement reminder repetition retrieval cue salience seen shorter-length shows style subliminal advertising symbols take-out things tising tracking trigger TRPs viewer visual voiceover Volvo week What’s Winfield cigarettes words YouTube