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Advertising is an established and ever-present force, and yet just how it works continues to be something of a mystery. It's hard to believe that we spend an estimated one-and-a half years just watching TV commercials. 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.

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Book Details

ISBN: 9780749429775
ISBN-10: 0749429771
Format: Paperback
(230mm x 152mm x 22mm)
Pages: 320
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 1-Aug-2000
Country of Publication: United Kingdom


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Author Biography - Max Sutherland

Max Sutherland is former Chairman of MarketMind Technologies and Adjunct Professor of Marketing at Swinburne and Monash Universities, Australia. Alice K Sylvester is a veteran American ad agency researcher who is currently Vice-President, Account Planning Director, Foote, Cone & Belding in Chicago.

Books By Author Max Sutherland

Advertising and the Mind of the Consumer by Max Sutherland

Advertising and the Mind of the Consumer

Paperback, December 2008