MARC details
| 000 -LEADER |
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| fixed length control field |
03951cam a2200385 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221101230316.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
081106s2008 xnaa b 001 0 eng d |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
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| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
1741755999 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781741755992 (pbk.) |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)280422960 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
UKM |
| Transcribing agency |
UKM |
| Modifying agency |
MTG |
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YDXCP |
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ATU |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5822 |
| Item number |
.S84 2008 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1019 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Sutherland, Max. |
| 9 (RLIN) |
1079198 |
| 245 10 - TITLE STATEMENT |
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| Title |
Advertising and the mind of the consumer : |
| Remainder of title |
what works, what doesn't, and why. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
Rev. 3rd international ed. / |
| Remainder of edition statement |
Max Sutherland. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Crows Nest, NSW : |
| Name of producer, publisher, distributor, manufacturer |
Allen & Unwin ; |
| Place of production, publication, distribution, manufacture |
Hove : |
| Name of producer, publisher, distributor, manufacturer |
Roundhouse [distributor], |
| Date of production, publication, distribution, manufacture, or copyright notice |
2008. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 366 p. : |
| Other physical details |
ill. ; |
| Dimensions |
23 cm. |
| 500 ## - GENERAL NOTE |
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| General note |
Previous ed.: London: Kogan Page, 2000. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
"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 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Advertising |
| General subdivision |
Psychological aspects |
| 9 (RLIN) |
371999 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumers |
| General subdivision |
Psychology |
| 9 (RLIN) |
374076 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumers |
| General subdivision |
Attitudes. |
| 9 (RLIN) |
316000 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumer behavior. |
| 9 (RLIN) |
345411 |
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| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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