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

Max Sutherland

ISBN 10: 0749429771 / ISBN 13: 9780749429775

Published by Kogan Page Ltd, 2000

About this Item

320 pages. 8.90x5.98x1.02 inches. In Stock.

Seller Inventory # zk0749429771

Bibliographic Details

• Title: Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why: What Works, What Doesn't and Why?
• Publisher: Kogan Page Ltd
• Publication Date: 2000
• Language: English
• ISBN 10: 0749429771
• ISBN 13: 9780749429775
• Binding: Paperback
• Edition: 2nd Edition
• Condition: Brand New
• Weight: 0.57 kilograms

About this title

Synopsis

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.