Advertising and the mind of the consumer
Subtitle: what works, what doesn't, and why
Edition: Rev. 3rd international ed. / Max Sutherland.
Publisher: Allen & Unwin; Roundhouse [distributor]
Published: 2008
Place of publication: Crows Nest, NSW; Hove
Language: eng
Number of pages: 366
ISBN-13: 9781741755992
Subjects: Consumer behavior; Attitudes; Psychology; Consumers; Psychological aspects; Advertising
Description: "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.
Notes: Previous edition: London: Kogan Page, 2000.

Includes bibliographical references and index.
Table of contents: title: Figures and tables; title: Acknowledgments; title: About the author; title: pt. A. Why advertising has remained a mystery for so long; title: Introduction; title: 1. Influencing people : myths and mechanisms; title: 2. Image and reality : seeing things in different ways; title: 3. Subliminal advertising : the biggest myth of all; title: 4. Conformity : the popular thing to do; title: 5. The advertising message : oblique and indirect; title: 6. 'Under the radar' : paid product placement; title: 7. Silent symbols and badges of identity; title: 8. Vicarious experience and virtual reality; title: 9. Messages, reminders and rewards : how ads speak to us; title: 10. What's this I'm watching? The elements that make up an ad; title: 11. 'Behavioural targeting' : consumers in the crosshairs; title: 12. The limits of advertising; title: pt. B. What works, what doesn't, and why; title: Introduction; title: 13. Continuous tracking : are you being followed?; title: 14. New product launches : don't pull the plug too early; title: 15. Planning campaign strategy around consumers' mental filing cabinets; title: 16. What happens when you stop advertising?; title: 17. The effectiveness of funny ads : what a laugh!; title: 18. Learning to use shorter-length TV commercials; title: 19. Seasonal advertising; title: 20. Underweight advertising : execution anorexia; title: 21. Why radio ads aren't recalled; title: 22. Maximizing ad effectiveness : develop a unique and consistent style; title: 23. Sequels; title: 24. Corporate tracking of image and issues; title: 25. The Web : advertising in a new age; title: 26. 'Mental reach' : they see your ad but does it get through?; title: 27. Measurement of advertising effects in memory; title: 28. The buy-ology of mind; title: 29. Conclusion; title: Appendix. How to prompt ad awareness; title: Notes; title: Index.