By Max Sutherland

ISBN-10: 1741755999

ISBN-13: 9781741755992

Advertising is a longtime and ever-present strength and but simply the way it works remains to be whatever of a secret. From an insider, this fully-updated advisor unveils the secrets and techniques of major a profitable crusade over a variety of media, together with the internet. Drawing on many famous foreign advertisements as examples, it unearths the workings of the brain of the shopper and explains the explanations for the successes and screw ups of assorted advertisements campaigns. greater than only a how-to booklet of methods, it is a examine the mental and logistical elements that make ads paintings that's perfect for ads brokers, agents, and scholars of advertisements and purchaser behavior.

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Extra info for Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

Sample text

Similarly, as the earlier chapters of this book have shown, we are able to learn without full, conscious awareness—but only up to a point. There is no doubt that we can be influenced without awareness, but as the earlier chapters show there is nothing necessarily unique or evil or manipulative about this. It is a quantum leap from here to believing in wholesale manipulation of people’s minds through subliminal advertising. Just because we can learn without full awareness does not mean that advertising practises mass manipulation on us.

There, right in the middle of the crowd scene in the poster, was a caricature of his boss. Like the Waldo character in the children’s books, he was virtually invisible— until you looked. After a hearty laugh this art director swore me to silence. These things are rarely discovered. 7 When the word ‘sex’ is found disguised in the shadows of ice cubes in a Gilbey’s gin ad, as likely as not it is an art director having a joke on his client or his boss or just seeing if he can get away with it without anybody noticing.

The Olympics 5. Subway We can discover our mental agenda by pulling out what is in our minds under a particular category and examining the order (in which it emerges). ’ When we reach into our minds to generate any of these agendas, the items do not all come to mind at once. They are elicited one at a time and in an order. The items on top of the mental agenda are the most salient and the ones we are most likely to remember first. It’s the same with choosing which restaurant to go to or which department store to visit or which supermarket to shop at this week.

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


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