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Full Description
This text aims to unravel the mysteries of advertising, taking readers into the mind of the consumer and explaining how advertising messages work or misfire, and why. It includes the myths behind subliminal advertising and the tricks successful advertisers use. It also shows what advertisers are really trying to achieve with their ads and the tactics which can be used to make ads more memorable. This edition has been revised to reflect the international focus of modern-day advertising, adding examples from well-known global advertising campaigns and information about the lastest techniques. There are also additional chapters on web advertising, measuring ad awareness and funny ads - do they work or make it harder to remember the brand?
Contents
FiguresTablesAcknowledgmentsAbout the authorsPART A Why advertising has remained a mystery for so longIntroduction1 Influencing people: myths and mechanisms2 Image and reality: seeing things in different ways3 Subliminal advertising: the biggest myth of all4 Conformity: the popular thing to do5 The advertising message: oblique and indirect6 Silent symbols and badges of identity7 Vicarious experience and virtual reality8 Messages, reminders and rewards: how ads speak to us9 What's this I'm watching? The elements that make up an ad10 The limits of advertisingPART B What works, what doesn't, and whyIntroduction11 Continuous tracking: Are you being followed?12 New product launches: don't pull the plug too early13 Planning campaign strategy around consumer's mental filing cabinets14 What happens when you stop advertising15 The effectiveness of funny ads: what a laugh!16 Learning to
