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- catalog abstract ""In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K. Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why." "Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us - for people in business with products and services to sell, for advertising agents and marketers, as well as for students of advertising and consumer behavior."--Jacket.".
- catalog contributor b11887449.
- catalog contributor b11887450.
- catalog created "2000.".
- catalog date "2000".
- catalog date "2000.".
- catalog dateCopyrighted "2000.".
- catalog description ""In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K. Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why." "Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us - for people in business with products and services to sell, for advertising agents and marketers, as well as for students of advertising and consumer behavior."--Jacket.".
- catalog description "Includes bibliographical references (pages 304-315) and index.".
- catalog description "pt. A: Why advertising has remained a mystery for so long. Influencing people : myths and mechanisms ; Image and reality : seeing things in different ways ; Subliminal advertising : the biggest myth of all ; Conformity : the popular thing to do ; The advertising message : oblique and indirect ; Silent symbols and badges of identity ; Vicarious experience and virtual reality ; Messages, reminders and rewards : how ads speak to us ; What's this I'm watching? : The elements that make up an ad ; The limits of advertising -- pt. B: What works, what doesn't, and why. Continuous tracking : are you being followed? ; New product launches : don't pull the plug too early ; Planning campaign strategy around consumers' mental filing cabinets ; What happens when you stop advertising? ; The effectiveness of funny ads : what a laugh! ; Learning to use 15-second TV commercials ; Seasonal advertising ; Underweight advertising : execution anorexia ; Why radio ads aren't recalled ; Maximizing ad effectiveness : develop a unique and consistent style ; Sequels ; Corporate tracking of image and issues ; The web : advertising in a new age ; 'Mental reach' : they see your ad but does it get through? ; Measurement of advertising effects in memory ; The buy-ology of mind.".
- catalog extent "xv, 326 p. :".
- catalog identifier "1865082317 :".
- catalog issued "2000".
- catalog issued "2000.".
- catalog language "eng".
- catalog publisher "St. Leonards, N.S.W. : Allen & Unwin,".
- catalog subject "Advertising Psychological aspects.".
- catalog subject "Consumer behavior.".
- catalog subject "HF5822 .S84 2000".
- catalog tableOfContents "pt. A: Why advertising has remained a mystery for so long. Influencing people : myths and mechanisms ; Image and reality : seeing things in different ways ; Subliminal advertising : the biggest myth of all ; Conformity : the popular thing to do ; The advertising message : oblique and indirect ; Silent symbols and badges of identity ; Vicarious experience and virtual reality ; Messages, reminders and rewards : how ads speak to us ; What's this I'm watching? : The elements that make up an ad ; The limits of advertising -- pt. B: What works, what doesn't, and why. Continuous tracking : are you being followed? ; New product launches : don't pull the plug too early ; Planning campaign strategy around consumers' mental filing cabinets ; What happens when you stop advertising? ; The effectiveness of funny ads : what a laugh! ; Learning to use 15-second TV commercials ; Seasonal advertising ; Underweight advertising : execution anorexia ; Why radio ads aren't recalled ; Maximizing ad effectiveness : develop a unique and consistent style ; Sequels ; Corporate tracking of image and issues ; The web : advertising in a new age ; 'Mental reach' : they see your ad but does it get through? ; Measurement of advertising effects in memory ; The buy-ology of mind.".
- catalog title "Advertising and the mind of the consumer : what works, what doesn't, and why / Max Sutherland and Alice K. Sylvester.".
- catalog type "text".