An edition of Advertising and the mind of the consumer (2000)

Advertising and the mind of the consumer

what works, what doesn't, and why

Rev. 3rd international ed. / Max Sutherland.

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An edition of Advertising and the mind of the consumer (2000)

Advertising and the mind of the consumer

what works, what doesn't, and why

Rev. 3rd international ed. / Max Sutherland.

by

  • 0 Ratings
  • 4 Want to read
  • 0 Currently reading
  • 0 Have read

"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.

Publish Date
Publisher
Allen & Unwin, Roundhouse [distributor]
Language
English
Pages
366

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Previews available in: English

Subjects
Consumer behavior, Attitudes, Psychology, Consumers, Psychological aspects, Advertising, Advertising and public relations, Consumer studies, Advertising campaigns, Advertising, psychological aspects, Werbepsychologie, Reclame

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Edition Availability
Cover of: Advertising and the mind of the consumer
Advertising and the mind of the consumer: what works, what doesn't, and why
2008, Allen & Unwin, Roundhouse [distributor]
in English - Rev. 3rd international ed. / Max Sutherland.
Libraries near you: WorldCat
Cover of: Advertising and the Mind of the Consumer
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
2000, Kogan Page, Limited
in English
Libraries near you: WorldCat

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Book Details

Table of Contents

Figures 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.

Edition Notes

Previous edition: London: Kogan Page, 2000.

Includes bibliographical references and index.

Published in
Crows Nest, NSW, Hove

Classifications

Dewey Decimal Class
659.1019
Library of Congress
HF5822 .S84 2008, HF5801

The Physical Object

Pagination
xii, 366 pages :
Number of pages
366

ID Numbers

Open Library
OL26650434M
Internet Archive
unset0000unse_d5m4
ISBN 10
1741755999
ISBN 13
9781741755992
OCLC/WorldCat
280422960

Source records

Internet Archive item record
Internet Archive item record
Better World Books record
marc_columbia MARC record
marc_nuls MARC record

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October 21, 2021 Edited by ImportBot import existing book
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