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

Author: Sutherland, Max
Published: St. Leonards, NSW : Allen & Unwin, 2000.
Edition: 2nd ed.
Physical Description: xv, 326 pages : illustrations
Additional Creators: Sylvester, Alice K. and NetLibrary, Inc

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Bibliographic record display: ezaccess.libraries.psu.edu , Click here to access this electronic book provided through the Access Pennsylvania Database project.

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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.

Subject(s)

ISBN

1741150140 (electronic bk.)

Note

"New revised international edition"--Cover.
AVAILABLE ONLINE TO AUTHORIZED PSU USERS.

Bibliography Note

Includes bibliographical references (pages 304-315) and index.

Reproduction Note

Electronic reproduction. Boulder, Colo. : NetLibrary, 2003. Available via World Wide Web. Access may be limited to NetLibrary affiliated libraries.

Funding Information

This netLibrary electronic book is provided through the Access Pennsylvania Database project, a statewide library union catalog funded by the Pennsylvania Legislature and administered by the Pennsylvania Department of Education, Office of Commonwealth Libraries, Bureau of Library Development.

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