MARC record from Internet Archive

LEADER: 04305cam 2200529 a 4500
001 ocn280422960
003 OCoLC
005 20181105175726.0
008 081106s2008 xnaa b 001 0 eng
040 $aUKM$beng$cUKM$dMTG$dTXA$dAU@$dBTCTA$dCGN$dMIA$dBET$dCRH$dYDXCP$dOCLCF$dOCLCO$dOCLCQ$dOVY
015 $aGBA8D9165$2bnb
016 7 $a014852686$2Uk
019 $a271671461$a979622282
020 $a9781741755992$q(pbk.)
020 $a1741755999$q(pbk.)
035 $a(OCoLC)280422960$z(OCoLC)271671461$z(OCoLC)979622282
042 $apcc
050 4 $aHF5822$b.S84 2008
082 04 $a659.1019$222
100 1 $aSutherland, Max.
245 10 $aAdvertising and the mind of the consumer :$bwhat works, what doesn't, and why.
250 $aRev. 3rd international ed. /$bMax Sutherland.
260 $aCrows Nest, NSW :$bAllen & Unwin ;$aHove :$bRoundhouse [distributor],$c2008.
300 $axii, 366 pages :$billustrations ;$c23 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aPrevious edition: London: Kogan Page, 2000.
504 $aIncludes bibliographical references and index.
505 0 $aFigures and tables -- Acknowledgments -- About the author -- pt. A. Why advertising has remained a mystery for so long -- Introduction -- 1. Influencing people : myths and mechanisms -- 2. Image and reality : seeing things in different ways -- 3. Subliminal advertising : the biggest myth of all -- 4. Conformity : the popular thing to do -- 5. The advertising message : oblique and indirect -- 6. 'Under the radar' : paid product placement -- 7. Silent symbols and badges of identity -- 8. Vicarious experience and virtual reality -- 9. Messages, reminders and rewards : how ads speak to us -- 10. What's this I'm watching? The elements that make up an ad -- 11. 'Behavioural targeting' : consumers in the crosshairs -- 12. The limits of advertising -- pt. B. What works, what doesn't, and why -- Introduction -- 13. Continuous tracking : are you being followed? -- 14. New product launches : don't pull the plug too early -- 15. Planning campaign strategy around consumers' mental filing cabinets -- 16. What happens when you stop advertising? -- 17. The effectiveness of funny ads : what a laugh! -- 18. Learning to use shorter-length TV commercials -- 19. Seasonal advertising -- 20. Underweight advertising : execution anorexia -- 21. Why radio ads aren't recalled -- 22. Maximizing ad effectiveness : develop a unique and consistent style -- 23. Sequels -- 24. Corporate tracking of image and issues -- 25. The Web : advertising in a new age -- 26. 'Mental reach' : they see your ad but does it get through? -- 27. Measurement of advertising effects in memory -- 28. The buy-ology of mind -- 29. Conclusion -- Appendix. How to prompt ad awareness -- Notes -- Index.
520 $a"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 new 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 advertising on the Internet. 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."--Provided by publisher.
650 0 $aAdvertising$xPsychological aspects.
650 0 $aConsumers$xPsychology.
650 0 $aConsumers$xAttitudes.
650 0 $aConsumer behavior.
650 7 $aAdvertising$xPsychological aspects.$2fast$0(OCoLC)fst00797734
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aConsumers$xAttitudes.$2fast$0(OCoLC)fst00876411
650 7 $aConsumers$xPsychology.$2fast$0(OCoLC)fst00876425
938 $aBaker and Taylor$bBTCP$nBK0008043409
938 $aYBP Library Services$bYANK$n3089692
029 1 $aAU@$b000043348191
029 1 $aNLGGC$b319589056
029 1 $aNZ1$b12775555
029 1 $aNZ1$b13536133
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 231 OTHER HOLDINGS