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Full Description
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.
Contents
Influencing people; image and reality; subliminal advertising; conformity; the advertising message; silent symbols and badges of identity; vicarious experience and virtual reality; messages, reminders and rewards; what's this I'm watching; limits of advertising; continuous tracking; new product launches; planning campaign strategy; what happens when you stop advertising; the effect of funny ads; learning to use 15-second commercials; seasonal advertising; underweight advertising; why radio ads aren't recalled; maximizing and effectiveness; sequels; corporate tracking of image and issues; the Web; mental reach; measurement of advertising effects in memory; the buy-ology of mind; how to measure ad awareness.
