Advertising and the Mind of the Consumer
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'Essential reading for all practitioners and everyone interested in how advertising works .' - John Zeigler, DDB Worldwide.
»
'Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads.' - Ignacio Oreamuno, President, ihaveanidea.org
'. reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management
'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University
'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.' - Jim Spaeth, Former President, Advertising Research Foundation
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. Les mer
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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.
Detaljer
- Forlag
- Routledge
- Innbinding
- Innbundet
- Språk
- Engelsk
- Sider
- 378
- ISBN
- 9780367717391
- Utgave
- 3. utg.
- Utgivelsesår
- 2021
- Format
- 23 x 16 cm
Anmeldelser
«
'Essential reading for all practitioners and everyone interested in how advertising works .' - John Zeigler, DDB Worldwide.
»
'Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads.' - Ignacio Oreamuno, President, ihaveanidea.org
'. reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management
'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University
'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.' - Jim Spaeth, Former President, Advertising Research Foundation