Advertising and the Mind of the Consumer
What Works, What Doesn't, and Why 3rd Revised edition
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Advertising and the Mind of the Consumer by Max Sutherland
Book DescriptionUnravels the mysteries that surround the art of advertising, taking us into the mind of the consumer and explaining how advertising messages work - or misfire - and why. Fully revised 3rd international edition.
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Book DetailsISBN: 9781741755992
(230mm x 152mm x 29mm)
Imprint: Allen & Unwin
Publisher: Allen & Unwin
Publish Date: 1-Dec-2008
Country of Publication: Australia
Books By Author Max Sutherland
Advertising and the Mind of the Consumer, Paperback (August 2000)» View all books by Max Sutherland
Just how does advertising work? Advertising and the Mind of the Consumer takes the reader into the mind of the consumer, explaining how and why advertising messages do or do not work. The authors aim to unravel the mysteries that surround the art of advertising by sharing their own commercial insights.
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Author Biography - Max Sutherland
Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and USA. An expert in the psychology of communication, his monthly column is posted on the web at www.sutherlandsurvey.com. He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University. The highly successful company he co-founded specialized in tracking the effects of advertising communication for many of the leading global advertisers including Gillette, Merck, Kodak, McDonalds, Miller, Qantas, Nestle and Pfizer. He has published numerous papers in American, European and Australasian journals and serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising.
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