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

Sutherland, Max; Sylvester, Alice K.

Softcover

ISBN 10: 1865082317 ISBN 13: 9781865082318

Publisher: Allen & Unwin, 2000

Synopsis

Contrary to popular belief, most ads are not designed to make consumers want to run out and buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Meant as a tool for both advertising personnel and consumers who are concerned with the messages they constantly see, the information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.

About this title

About the Author:

Max Sutherland is a psychologist, advertising researcher, and marketing professor. He was the chairman and creative director of MarketMind Technologies. He lives in Palo Alto, California. Alice K. Sylvester is vice president, account planning director at FCB Worldwide. She is the former chairman of the board of the Advertising Research Foundation of the United States. She lives in Chicago.

Review:

...makes for enjoyable as well as enlightening reading...can serve as an introduction to advertising for general readers. -- Choice Magazine

A rich source of information and expert comment...the scope and power of advertising is rescued from the exaggerated claims... -- Journal of Brand Management

About this edition

• Publisher: Allen & Unwin
• Publication date: 2000
• ISBN 10: 1865082317
• ISBN 13: 9781865082318
• Binding: Paperback
• Number of pages: 352