000			02063 a2200145 4500
100			_aSutherland, Max _93922
245	1		_aAdvertising and the mind of the consumer : _bwhat works, what doesn't, and why / _cMax Sutherland.
260			_aSt. Leonards, NSW : _bAllen and Unwin, _c2008.
300			_axii, 366 pages : _billustrations _g23 cm.
500			_aIncludes index. _bSutherland, M. (2008). Advertising and the mind of the consumer : What works, what doesn't, and why. St. Leonards, NSW : Allen and Unwin.
505			_aPart 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			_aAdvertising _xPsychological aspects. _917780
650			_aConsumer behavior. _917781
942			_cEM _2lcc
999			_c2249 _d2249