Advertising and the Mind of the Consumer

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, marketers, as well as for students of advertising and consumer behaviour.

Contents

• Figures
  
• Tables
  
• Acknowledgments
  
• About the authors
  

• Introduction
  
• 1 Influencing people: myths and mechanisms
  
• 2 Image and reality: seeing things in different ways
  
• 3 Subliminal advertising: the biggest myth of ail
  
• 4 Conformity: the popular thing to do
  
• 5 The advertising message: oblique and indirect
  
• 6 Silent symbols. and badges of identity
  
• 7 Vicarious experience and virtual reality
  
• 8 Messages, reminders and rewards: how ads speak to us
  
• 9 What's this I'm watching? The elements that make up an ad
  
• 10 The limits of advertising
  

• Introduction
  
• 11 Continuous tracking: are you being followed'
  
• 12 New product launches: don't pull the plug too early
  
• 13 Planning campaign strategy around consumers' mental filing cabinets
  
• 14 What happens when you stop advertising?
  
• 15 The effectiveness of funny ads: what a laugh!
  
• 16 Learning to use 15-second TV commercials
  
• 17 Seasonal advertising
  
• 18 Underweight advertising: execution anorexia
  
• 19 Why radio ads aren't recalled
  
• 20 Maximizing ad effectiveness: develop a unique and consistent style
  
• 21 Sequels
  
• 22 Corporate tracking of image and issues
  
• 23 The Web: advertising in a new age
  
• 24 'Mental reach': they see your ad but does it get through?
  
• 25 Measurement of advertising effects in memory
  
• 26 The buy-ology of mind
  
• 27 Conclusion
  

• Appendix: How to prompt ad awareness
  
• Notes
  
• Index