Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

by Max Sutherland (Author), Alice K . Sylvester (Author)

• New

  Paperback
  2008

  $44.55

  Unravels the mysteries that surround the art of advertising, taking us into the mind of the consumer and explaining how advertising messages work - or misfire - and why. Fully revised 3rd international edition.

• Used

  Paperback
  2000

  $3.44

  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.