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008			081106s2008 xnaa b 001 0 eng d
011			_aBIB MATCHES WORLDCAT
020			_a1741755999 (pbk.)
020			_a9781741755992 (pbk.)
035			_a(OCoLC)280422960
040			_aUKM _cUKM _dMTG _dTXA _dAU@ _dBTCTA _dCGN _dMIA _dBET _dCRH _dYDXCP _dATU
042			_apcc
050		4	_aHF5822 _b.S84 2008
082	0	4	_a659.1019 _222
100	1		_aSutherland, Max. _91079198
245	1	0	_aAdvertising and the mind of the consumer : _bwhat works, what doesn't, and why.
250			_aRev. 3rd international ed. / _bMax Sutherland.
264		1	_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 _9371999
650		0	_aConsumers _xPsychology _9374076
650		0	_aConsumers _xAttitudes. _9316000
650		0	_aConsumer behavior. _9345411
907			_a.b11716903 _b11-07-17 _c27-10-15
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