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 this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer…mehr
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 this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. 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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
Figures and tables Acknowledgments About the author PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG Introduction 1: Infuencing people: myths and mechanisms 2: Image and reality: seeing things in different ways 3: Subliminal advertising: the biggest myth of all 4: Conformity: the popular thing to do 5: The advertising message: oblique and indirect 6: 'Under the radar': paid product placement 7: Silent symbols and badges of identity 8: Vicarious experience and virtual reality 9: Messages reminders and rewards: how ads speak to us 10: What's this I'm watching? The elements that make up an ad 11: 'Behavioural targeting': consumers in the crosshairs 12: The limits of advertising PART B: WHAT WORKS WHAT DOESN'T AND WHY Introduction 13: Continuous tracking: are you being followed? 14: New product launches: don't pull the plug too early 15: Planning campaign strategy around consumers' mental filing cabinets 16: What happens when you stop advertising? 17: The effectiveness of funny ads: what a laugh! 18: Learning to use shorter-length TV commercials 19: Seasonal advertising 20: Underweight advertising: execution anorexia 21: Why radio ads aren't recalled 22: Maximizing ad effectiveness: develop a unique and consistent style 23: Sequels 24: Corporate tracking of image and issues 25: The web: advertising in a new age 26: 'Mental reach': they see your ad but does it get through? 27: Measurement of advertising effects in memory 28: The buy-ology of mind 29: Conclusion Appendix: How to prompt ad awareness Notes Index
Figures and tables Acknowledgments About the author PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG Introduction 1: Infuencing people: myths and mechanisms 2: Image and reality: seeing things in different ways 3: Subliminal advertising: the biggest myth of all 4: Conformity: the popular thing to do 5: The advertising message: oblique and indirect 6: 'Under the radar': paid product placement 7: Silent symbols and badges of identity 8: Vicarious experience and virtual reality 9: Messages reminders and rewards: how ads speak to us 10: What's this I'm watching? The elements that make up an ad 11: 'Behavioural targeting': consumers in the crosshairs 12: The limits of advertising PART B: WHAT WORKS WHAT DOESN'T AND WHY Introduction 13: Continuous tracking: are you being followed? 14: New product launches: don't pull the plug too early 15: Planning campaign strategy around consumers' mental filing cabinets 16: What happens when you stop advertising? 17: The effectiveness of funny ads: what a laugh! 18: Learning to use shorter-length TV commercials 19: Seasonal advertising 20: Underweight advertising: execution anorexia 21: Why radio ads aren't recalled 22: Maximizing ad effectiveness: develop a unique and consistent style 23: Sequels 24: Corporate tracking of image and issues 25: The web: advertising in a new age 26: 'Mental reach': they see your ad but does it get through? 27: Measurement of advertising effects in memory 28: The buy-ology of mind 29: Conclusion Appendix: How to prompt ad awareness Notes Index
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