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

Product Description

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 they constantly see, the information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.
Product Details
Amazon Sales Rank: #65392 in Books
Published on: 2000-10-01
Number of items: 1
Binding: Paperback
352 pages
Editorial Reviews

Journal of Brand Management
A rich source of information and expert comment...the scope and power of advertising is rescued from the exaggerated claims...

Choice Magazine
...makes for enjoyable as well as enlightening reading...can serve as an introduction to advertising for general readers.

Book Info
(Allen & Unwin) Reveals the secrets of successful campaigns over a wide range of media, including advertising on the Internet. Takes the reader to the mind of the consumer to explain how advertising messages work, or misfire, and why. Previous edition: c1993. Softcover. DLC: Advertising--Psychological aspects.
Customer Reviews

The advertising behind the advertising
If I had to choose one book as a survival book in the adfield, this would definitely be my weapon of choice.
It has down to earth and truthful advertising insights about how things work or don't in the advertising universe.

It really, really is a must have for all us who deal from the agency side or the marketing side of the ad business.
Better if any agency and client read this before to fully understand one another, in working better off as one team aiming to one vision.

This book details and focus everything from the psychological point of view.
This one is definitely a keeper!

The best book on the psychology behind advertising by far
I was introduced to this book several years ago when I was in the ad agency industry.
Since then, my issue has been read and re-read, referenced countless times.
My copy mysteriously disappeared (hey who could blame them??) so have just rebought the newest version of this book.
The book is brilliant because it gets behind the psychology of the buyer, allowing you to really and simply understand the thought process behind the buying decision.
Others who have touched on the subject of the psychology of reasons why we buy have made the content too heavy, too theoretical and let's face it - Boring with a capital "B" ... but not these authors.
It has great examples of ad campaigns throughout the book.
Personally this book has helped me design and write more responsive advertising campaigns as the many learnings from this book have stayed.
This is a must-read for anyone in an ad agency, students of marketing and advertising, and anyone in the marketing industry.
Buy this book, you won't regret it.

Highly recommended
The most clearly illustrated book about the once mysterious mechanics behind advertising. I wish I would have read it ten years ago when I joined the ad. industry.