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

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

by Max Sutherland
     
 

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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… See more details below

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.

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

Product Details

ISBN-13:
9781741767056
Publisher:
Allen & Unwin Pty., Limited
Publication date:
10/01/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
352
File size:
2 MB

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