Advertising and the Mind of the Consumer: What Works, What Doesn't and Why

By Max Sutherland

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.

• Format: Hardcover
• Language: English
• ISBN: 0367717395
• ISBN13: 9780367717391
• Release Date: March 2021
• Publisher: Routledge
• Length: 378 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.0" x 6.1" x 9.4"