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Home > Business and Economics > Business and Management > Sales and marketing > Advertising > 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

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


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About the Book

Just how does advertising work? In Advertising and the Mind of the Consumer, Max Sutherland, a psychologist and leading advertising researcher, unravels the mysteries that surround the art of advertising. This isn't a book about the tricks of advertising agents. It takes us into the mind of the consumer and explains how advertising messages work - or misfire - and why. Advertising is a powerful force in this age of mass media. It is also a powerful marketing tool for business. This is a book for everyone who wants to know how it works and why it influences us. It is a book for everyone in business with products and services to sell, for advertising agents, marketers, students of advertising and consumer behaviour. 'Any self-respecting marketing professional who is serious about advertising planning and management must read this book.' Chee M Hong, Manager Market Research, Optus Communications. ' Advertising and the Mind of the Consumer strips away the mystery that surrounds the black art of advertising in a sensible and readily comprehensible way.' Stan Glaser, Professor of Management, Macquarie University Graduate School of Management. 'Max succeeds in communicating sometimes difficult concepts in a way that general readers will be able to comprehend.' Bruce Randle, Managing Director, A C Nielsen Australia Pty Ltd. 'This book will stimulate managers to think more deeply about advertising and consumers - and is packed with practical advice for advertisers.' Professor John Rossiter, Australian Graduate School of Management, University of NSW.

Table of Contents:
Tables Figures Acknowledgments About the author Part A Why advertising has remained a mystery for so long Introduction 1 Influencing 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: 'You ain't got the message, Sol. Oils ain't oils and ads ain't ads' 6 Silent symbols and badges of identity 7 Vicarious experience and virtual reality 8 What's this I'm watching? The elements that make up an ad 9 Limits of advertising Part B What works, what doesn't and why Introduction 10 Continuous tracking: Are you being followed? 11 New product launches: Don't pull the plug too early 12 Planning campaign strategy around consumers' mental filing cabinets 13 What happens when you stop advertising

About the Author :
Dr Max Sutherland is a Professor of Marketing at Monash University and a Director of MarketMind Technologies in Australia.


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Product Details
  • ISBN-13: 9781863733588
  • Publisher: Taylor & Francis
  • Publisher Imprint: Allen & Unwin
  • Height: 215 mm
  • No of Pages: 264
  • Sub Title: What Works, What Doesn't and Why
  • ISBN-10: 1863733582
  • Publisher Date: 01 Jul 1993
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Width: 140 mm


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