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BOOKS - REVIEWS - ADVERTISING AND THE MIND OF THE CONSUMER

 

 

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.

Advertising and the mind of the consumer

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