Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why [NOOK Book]

Overview

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 3rd 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 ...
See more details below
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook - Third Edition, Third edition)
$20.99
BN.com price
(Save 42%)$36.32 List Price

Overview

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 3rd 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 the web and new media. 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.

'Essential reading for all practitioners and everyone interested in how advertising works ...' - John Zeigler, DDB Worldwide.

'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

'... reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management

'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University

'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
Read More Show Less

Editorial Reviews

Journal of Brand Management
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.
Choice
. . . 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.
From the Publisher

"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

Read More Show Less

Product Details

  • ISBN-13: 9781741767056
  • Publisher: Allen & Unwin Pty., Limited
  • Publication date: 10/1/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: Third Edition, Third edition
  • Edition number: 3
  • Pages: 352
  • Product dimensions: 5.00 (w) x 8.50 (h) x 1.20 (d)
  • File size: 2 MB

Meet the Author

Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and USA. An expert in the psychology of communication, his monthly column is posted on the web at sutherlandsurvey.com. He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University. The highly successful company he co-founded specialized in tracking the effects of advertising communication for many of the leading global advertisers including Gillette, Merck, Kodak, McDonalds, Miller, Qantas, Nestle and Pfizer. He has published numerous papers in American, European and Australasian journals and serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising.
Read More Show Less

Table of Contents

Tables
Figures
Acknowledgments
About the author
Pt. A Why advertising has remained a mystery for so long 1
1 Influencing people: Myths and mechanisms 6
2 Image and reality: Seeing things in different ways 20
3 Subliminal advertising: The biggest myth of all 27
4 Conformity: The popular thing to do 36
5 The advertising message: 'You ain't got the message, Sol. Oils ain't oils and ads ain't ads' 48
6 Silent symbols and badges of identity 59
7 Vicarious experience and virtual reality 67
8 What's this I'm watching? The elements that make up an ad 76
9 Limits of advertising 93
Pt. B What works, what doesn't and why 107
10 Continuous tracking: Are you being followed? 112
11 New product launches: Don't pull the plug too early 118
12 Planning campaign strategy around consumers' mental filing cabinets 126
13 What happens when you stop advertising? 132
14 Learning to use 15-second TV commercials 139
15 Fifteen-second ads: Play it again, Sam! 149
16 Seasonal advertising 154
17 Underweight advertising: Execution anorexia 161
18 Why radio ads aren't recalled 168
19 Closing the gap between the mailbox and the mind 172
20 Maximising ad effectiveness: Develop a unique and consistent style 179
21 Sequels 188
22 Corporate tracking of image and issues 195
23 Communicating the corporate 199
24 Measurement of advertising effects in memory 203
25 The buy-ology of mind 210
26 Conclusion 225
Notes 229
Index 236
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)