MARC Record from marc_nuls

LEADER: 03780cam 2200397 a 4500
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008 081106s2008 xnaa b 001 0 eng
019 $a271671461
020 $a9781741755992 (pbk.)
020 $a1741755999 (pbk.)
035 $a(CSdNU)u400120-01national_inst
035 $a(OCoLC)280422960
035 $a(OCoLC)280422960
040 $aUKM$cUKM$dMTG$dTXA$dAU@$dBTCTA$dCGN$dMIA$dBET$dCRH
042 $apcc
049 $aCNUM
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 $axii, 366 p. :$bill ;$c23 cm.
500 $aPrevious ed.: 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.
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