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Advertising and the mind of the consumer : what works, what doesn't, and why.

By: Material type: TextTextPublisher: Crows Nest, NSW : Hove : Allen & Unwin ; Roundhouse [distributor], 2008Edition: Rev. 3rd international ed. / Max SutherlandDescription: xii, 366 p. : ill. ; 23 cmISBN:
  • 1741755999 (pbk.)
  • 9781741755992 (pbk.)
Subject(s): DDC classification:
  • 659.1019 22
LOC classification:
  • HF5822 .S84 2008
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.
Summary: "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.
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Previous ed.: London: Kogan Page, 2000.

Includes bibliographical references and index.

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.

"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.

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