Coverart for item
The Resource Advertising and the mind of the consumer : what works, what doesn't, and why, Max Sutherland and Alice K. Sylvester

Advertising and the mind of the consumer : what works, what doesn't, and why, Max Sutherland and Alice K. Sylvester

Label
Advertising and the mind of the consumer : what works, what doesn't, and why
Title
Advertising and the mind of the consumer
Title remainder
what works, what doesn't, and why
Statement of responsibility
Max Sutherland and Alice K. Sylvester
Creator
Contributor
Subject
Language
eng
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5822
LC item number
.S84 2000
Literary form
non fiction
Nature of contents
bibliography
Label
Advertising and the mind of the consumer : what works, what doesn't, and why, Max Sutherland and Alice K. Sylvester
Instantiates
Publication
Note
"New revised international edition"--Cover
Bibliography note
Includes bibliographical references (p. 304-315) and index
Contents
pt.a. Why advertising has remained a mystery for so long -- 1. Influencing 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. Silent symbols and badges of identity -- 7. Vicarious experience and virtual reality -- 8. Messages, reminders and rewards : how ads speak to us -- 9. What's this I'm watching? the elements that make up an ad --10. The limits of advertising -- pt.b. What works, what doesn't, and why -- 11. Continuous tracking : are you being followed? -- 12. New product launches : don't pull the plug too early -- 13. Planning campaign strategy around consumers' mental filing cabinets -- 14. What happens when you stop advertising? -- 15. The effectiveness of funny ads : what a laugh! -- 16. Learning to use 15-second TV commercials -- 17. Seasonal advertising -- 18. Underweight advertising : execution anorexia -- 19. Why radio ads aren't recalled -- 20. Maximizing ad effectiveness : develop a unique and consistent style -- 21. Sequels -- 22. Corporate tracking of image and issues -- 23. The web : advertising in a new age -- 24. 'Mental reach' : they see your ad but does it get through? -- 25. Measurement of advertising effects in memory -- 26. The buy-ology of mind
Control code
44895700
Dimensions
23 cm
Edition
2nd ed
Extent
xv, 326 p.
Isbn
9781865082318
Lccn
00340982
Other physical details
ill.
Label
Advertising and the mind of the consumer : what works, what doesn't, and why, Max Sutherland and Alice K. Sylvester
Publication
Note
"New revised international edition"--Cover
Bibliography note
Includes bibliographical references (p. 304-315) and index
Contents
pt.a. Why advertising has remained a mystery for so long -- 1. Influencing 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. Silent symbols and badges of identity -- 7. Vicarious experience and virtual reality -- 8. Messages, reminders and rewards : how ads speak to us -- 9. What's this I'm watching? the elements that make up an ad --10. The limits of advertising -- pt.b. What works, what doesn't, and why -- 11. Continuous tracking : are you being followed? -- 12. New product launches : don't pull the plug too early -- 13. Planning campaign strategy around consumers' mental filing cabinets -- 14. What happens when you stop advertising? -- 15. The effectiveness of funny ads : what a laugh! -- 16. Learning to use 15-second TV commercials -- 17. Seasonal advertising -- 18. Underweight advertising : execution anorexia -- 19. Why radio ads aren't recalled -- 20. Maximizing ad effectiveness : develop a unique and consistent style -- 21. Sequels -- 22. Corporate tracking of image and issues -- 23. The web : advertising in a new age -- 24. 'Mental reach' : they see your ad but does it get through? -- 25. Measurement of advertising effects in memory -- 26. The buy-ology of mind
Control code
44895700
Dimensions
23 cm
Edition
2nd ed
Extent
xv, 326 p.
Isbn
9781865082318
Lccn
00340982
Other physical details
ill.

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