- Paperback: 384 pages
- Publisher: Allen & Unwin; 3rd edition edition (1 December 2008)
- Language: English
- ISBN-10: 0853237301
- ISBN-13: 978-0853237303
- ASIN: 1741755999
- Product Dimensions: 12.7 x 3 x 21.6 cm
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: #3,13,551 in Books (See Top 100 in Books)
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Advertising and the Mind of the Consumer: What Works, What Doesn't and Why Paperback – 1 Dec 2008
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"Makes for enjoyable as well as enlightening reading . . . can serve as an introduction to advertising for general readers." "Choice"" "Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads." Ignacio Oreamuno, president, ihaveanidea.org" "Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion." Jim Spaeth, former president, Advertising Research Foundation"
About the Author
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.
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Most helpful customer reviews on Amazon.com
One thing that irks me is all the footnotes. I have not counted them but they must total in the thousands. While I agree that it is important not to use somebody else's work without acknowledgement, this book seems to take it to the extreme. I can tell that the author(s) must be English majors because normal people would simply not use so many footnotes. It would have been better to use the "shotgun" approach - a statement something like "some statements in this book are not entirely those of the authors, other works have been used blah, blah, blah...."
As for the content of the book, there is the overwhelming hint of inside advertising for various companies. Examples are good, I agree, but I get the feeling there are many hidden advertisements for various companies.
A lot of the information is common sense. I thought this book would give me more insight into the way advertising works, so far I have been underwhelmed to the point of disappointment.
I can only hope the rest of the book will make up for a lackluster beginning.
The wonderful part about this book is that it provides you with the key measures you need to use in seeing whether or not your advertising is/has worked. When clients want to justify their budgets, agencies can now help them do this by translating the results of their creative work into hard numbers.
For anyone serious about knowing how to create great advertising, this is a must read.