Advertising and the mind of the consumer : what works, what doesn't, and why /
Max Sutherland.
- St. Leonards, NSW : Allen and Unwin, 2008.
- xii, 366 pages : illustrations 23 cm.
Includes index.
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