ADVERTISING AND THE MIND OF THE CONSUMER
By: Max Sutherland & Alice K Sylvester
Published By: Allen & Unwin
326 Pages, Paperback
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 the 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.