Just how does advertising work? This text takes the reader into the mind of the consumer, explaining how and why advertising messages do or do not work. The authors aim to unravel the mysteries that surround the art of advertising by sharing their own commercial insights.

About the Author

Max Sutherland is former Chairman of MarketMind Technologies and Adjunct Professor of Marketing at Swinburne and Monash Universities, Australia. Alice K Sylvester is a veteran American ad agency researcher who is currently Vice-President, Account Planning Director, Foote, Cone & Belding in Chicago.

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