| Advertising and the Mind of the Consumer: What Works, What Doesn't and Why Contributor(s): Sutherland, Max (Author) |
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ISBN: 0367717395 ISBN-13: 9780367717391 Publisher: Routledge OUR PRICE: $171.00 Product Type: Hardcover - Other Formats Published: March 2021 |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Consumer Behavior - General - Business & Economics | Finance - General |
| Dewey: 659.101 |
| Lexile Measure: 1240 |
| Physical Information: 1" H x 6.1" W x 9.4" (1.50 lbs) 378 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery. In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. 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, marketers, as well as for students of advertising and consumer behaviour. |