Advertising and the Mind of the Consumer - What works, what doesn't and why (Hardcover, 3rd edition)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	March 2021
First published:	1993
Authors:	Max Sutherland
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	378
Edition:	3rd edition
ISBN-13:	978-0-367-71739-1
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-367-71739-5
Barcode:	9780367717391

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