Advertising and the Mind of the Consumer

<p>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.<br><br>In this 3rd international edition of <i>Advertising and the Mind of the Consumer</i>, 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.<br><br><i>Advertising and the Mind of the Consumer</i> 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.</p> 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