Advertising and the mind of the consumer : (Record no. 2249)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02063 a2200145 4500 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sutherland, Max |
| 9 (RLIN) | 3922 |
| 245 1# - TITLE STATEMENT | |
| Title | Advertising and the mind of the consumer : |
| Remainder of title | what works, what doesn't, and why / |
| Statement of responsibility, etc. | Max Sutherland. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | St. Leonards, NSW : |
| Name of publisher, distributor, etc. | Allen and Unwin, |
| Date of publication, distribution, etc. | 2008. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 366 pages : |
| Other physical details | illustrations |
| Size of unit | 23 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| -- | Sutherland, M. (2008). Advertising and the mind of the consumer : What works, what doesn't, and why. St. Leonards, NSW : Allen and Unwin. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part A: Why advertising has remained a mystery for so long -- Introduction -- Influencing people: myths and mechanisms -- Image and reality: seeing things in different ways -- Subliminal advertising: the biggest myth of all -- Conformity: the popular thing to do -- The advertising message: oblique and indirect -- 'Under the radar': paid product placement -- Silent symbols and badges of identity -- Vicarious experience and virtual reality -- Messages, reminders and rewards: how ads speak us -- What's this i'm watching? The elements that make up an ad -- 'Behavioural targeting': consumers in the crosshairs -- The limits of advertising -- Part B: What Works, What Doesn't, and Why -- Introduction -- Continuous tracking: are you being followed? -- New product launches: don't pull the plug too early -- Planning campaign strategy around consumers' mental filing cabinets -- What happens when you stop advertising? -- The effectiveness of funny ads: what a laugh! -- Learning to use shorter-length TV commercials -- Seasonal advertising -- Underweight advertising: execution anorexia -- Why radio ads aren't recalled -- Maximizing ad effectiveness: develop a unique and consistent style -- Sequels -- Corporate tracking of image and issues -- The web: advertising in a new age -- 'Mental reach': they see your ad but does it get through? -- Measurement of advertising effects in memory -- The buy-ology of mind -- Conclusion |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Psychological aspects. |
| 9 (RLIN) | 17780 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Consumer behavior. |
| 9 (RLIN) | 17781 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | EM |
| Source of classification or shelving scheme | Library of Congress Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Date last checked out | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | MAIN | MAIN | 10/09/2017 | 1 | HF 5822 S88 2008 | EM0006 | 05/28/2018 | 05/24/2018 | 10/09/2017 | EM |