Advertising and the Mind of the Consumer - 9780367717391

Taylor & Francis

Advertising and the Mind of the ConsumerWhat works, what doesn't and why\nAuthor(s): Max Sutherland\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367717391, 978-0367717391\nSynopsis\nBy 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.\n\nIn 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.\n\nAdvertising and the Mind of the Consumer is not just a 'how to' book of tricks for a.