Max Sutherland

Advertising and the Mind of the Consumer (eBook, PDF)

What works, what doesn't and why

• Format: PDF

Produktbeschreibung

Unravels 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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 384
• Erscheinungstermin: 28. Juli 2020
• Englisch
• ISBN-13: 9781000252231
• Artikelnr.: 59888317

Autorenporträt

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