by Max Sutherland (Author), Alice K . Sylvester (Author)
Advertising is an established and ever-present force, and yet just how it works continues to be something of a mystery. It's hard to believe that we spend an estimated one-and-a half years just watching TV commercials. In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K Sylvester, a prominent American advertising agency figure, to reveal 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. Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us- for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
Format: Paperback
Pages: 320
Edition: 2nd Revised edition
Publisher: Kogan Page Ltd
Published: 01 Aug 2000
ISBN 10: 0749429771
ISBN 13: 9780749429775
Book Overview: Just how does advertising work? Advertising and the Mind of the Consumer takes the reader into the mind of the consumer, explaining how and why advertising messages do or do not work. The authors aim to unravel the mysteries that surround the art of advertising by sharing their own commercial insights.