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Advertising and the Mind of the Consumer (International Edition)

Advertising and the Mind of the Consumer (International Edition) - 2nd edition

ISBN13: 978-1865082318

Cover of Advertising and the Mind of the Consumer (International Edition)  2ND 00 (ISBN 978-1865082318)
ISBN13: 978-1865082318
ISBN10: 1865082317
Cover type:
Edition/Copyright: 2ND 00
Publisher: Allen & Unwin
Published: 2000
International: Yes

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Advertising and the Mind of the Consumer (International Edition) - 2ND 00 edition

ISBN13: 978-1865082318

Max Sullivan and Alice K. Sylvester

ISBN13: 978-1865082318
ISBN10: 1865082317
Cover type:
Edition/Copyright: 2ND 00
Publisher: Allen & Unwin

Published: 2000
International: Yes
Summary

Contrary to popular belief, most ads are not designed to make consumers want to run out and buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Meant as a tool for both advertising personnel and consumers who are concerned with the messages with which they are being bombarded, the information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.

Author Bio

Sutherland, Max :

Max Sutherland is a psychologist, advertising researcher, and marketing professor. He was the chairman and creative director of MarketMind Technologies. He lives in Palo Alto, California.


Sylvester, Alice K. : FCB Worldwide

Alice K. Sylvester is vice president, account planning director at FCB Worldwide. She is the former chairman of the board of the Advertising Research Foundation of the USA. She lives in Chicago.

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