Advertising and the Mind of the Consumer: What works, what doesn't and why

by Max Sutherland

Overview

Advertising is an established and ever-present force and yet just how it works continues to be something of a mystery. From an industry insider, this fully-updated guide unveils the secrets of leading a successful campaign over a wide range of media, including the web. Drawing on many well-known international ads as examples, it reveals the workings of the mind of the consumer and explains the reasons for the successes and failures of various advertising campaigns. More than just a how-to book of tricks, this is a look at the psychological and logistical factors that make advertisements work that is ideal for advertising agents, marketers, and students of advertising and consumer behavior.

Product Details

ISBN-13:	9781741755992
Publisher:	Taylor & Francis
Publication date:	12/01/2008
Edition description:	Third Edition, Third edition
Pages:	378
Product dimensions:	6.10(w) x 9.08(h) x 1.14(d)
Lexile:	1240L (what's this?)

About the Author

Max Sutherland is a marketing psychologist and the cofounder of a company that has worked with such leading global advertisers including Gillette, Kodak, McDonalds, Miller, Nestle, and Pfizer.

Table of Contents

Figures and tables, Acknowledgments, About the author, PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG, Introduction, 1: Infuencing 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, PART 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

Editorial Reviews

"Makes for enjoyable as well as enlightening reading . . . can serve as an introduction to advertising for general readers."  —Choice



"Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads."  —Ignacio Oreamuno, president, ihaveanidea.org



"Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion."  —Jim Spaeth, former president, Advertising Research Foundation

From the Publisher

This book succeeds in taking the jargon-heavy issues of consumer behavior and psychology and rendering them digestible to a practitioner audience....a rich source of information and expert comment. Received wisdom is demolished where necessary and the scope and power of advertising is rescued from the exaggerated claims ritually made of it.

Journal of Brand Management

. . . Makes for enjoyable as well as enlightening reading. . . well suited for practitioners, upper-division undergraduate or graduate students of marketing, and faculty. . . can also serve as a solid introduction to advertising for an audience of general readers.

Choice