Advertising and the mind of the consumer : what works, what doesn't, and why

Advertising is an established and ever-present force and yet just how it works continues to be something of a mystery. From an industry insider, this fully-updated guide unveils the secrets of leading a successful campaign over a wide range of media, including the web. Drawing on many well-known international ads as examples, it reveals the workings of the mind of the consumer and explains the reasons for the successes and failures of various advertising campaigns. More than just a how-to book of tricks, this is a look at the psychological and logistical factors that make advertisements work that is ideal for advertising agents, marketers, and students of advertising and consumer behavior. By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery.In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why.Advertising and the Mind of the Consumer is not just a'how to'book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.'Essential reading for all practitioners and everyone interested in how advertising works.'- John Zeigler, DDB Worldwide.'Finally, a book that evades the'magic'of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads.'- Ignacio Oreamuno, President, ihaveanidea.org'. reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.'- Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.'- Professor Larry Chiagouris, Pace University'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.'- Jim Spaeth, Former President, Advertising Research Foundation Front Matter 1 Title Page 4 Contents 6 Figures and Tables 8 Acknowledgments 11 About the Author 13 PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG 14 Introduction 16 1 Influencing people: myths and mechanisms 19 2 Image and reality: seeing things in different ways 41 3 Subliminal advertising: the biggest myth of all 49 4 Conformity: the popular thing to do 61 5 The advertising message; oblique and indirect 73 6 'Under the radar': paid product placement 85 7 Silent symbols and badges of identity 94 8 Vicarious experience and virtual reality 104 9 Messages, reminders and rewards: how ads speak to us 114 10 What's this I'm watching? The elements that make up an ad 129 11 'Behavioral targeting': Consumers in the crosshairs 153 12 The limits of advertising 159 PART B: WHAT WORKS, WHAT SOESN'T, AND WHY 176 Introduction 178 13 Continuous tracking: are you being followed? 181 14 New product launches: don't pull the plug too early 188 15 Planning campaign strategy around consumers' mental filing cabinets 196 16 What happens when you stop advertising? 203 17 The effectiveness of funny ads: what a laugh! 211 18 Learning to use shorter-length TV commercials 222 19 Seasonal advertising 234 20 Underweight advertising: execution anorexia 240 21 Why radio ads aren't recalled 246 22 Maximizing ad effectiveness: develop a unique and consistent style 250 23 Sequels 264 24 Corporate tracking of image and issues 271 25 The web: advertising in a new age 279 26 'Mental reach'; they see your ad but does it get through? 291 27 Measurement of advertising effects in memory 298 28 The buy-ology of mind 314 29 Conclusion 333 Appendix: How to prompt ad awareness 337 Notes 351 Index 370 Figures and tables Acknowledgments About the author pt. A. Why advertising has remained a mystery for so long Introduction 1. Influencing people : myths and mechanisms 2. Image and reality : seeing things in different ways 3. Subliminal advertising : the biggest myth of all 4. Conformity : the popular thing to do 5. The advertising message : oblique and indirect 6. 'Under the radar' : paid product placement 7. Silent symbols and badges of identity 8. Vicarious experience and virtual reality 9. Messages, reminders and rewards : how ads speak to us 10. What's this I'm watching? The elements that make up an ad 11. 'Behavioural targeting' : consumers in the crosshairs 12. The limits of advertising pt. B. What works, what doesn't, and why Introduction 13. Continuous tracking : are you being followed? 14. New product launches : don't pull the plug too early 15. Planning campaign strategy around consumers' mental filing cabinets 16. What happens when you stop advertising? 17. The effectiveness of funny ads : what a laugh! 18. Learning to use shorter-length TV commercials 19. Seasonal advertising 20. Underweight advertising : execution anorexia 21. Why radio ads aren't recalled 22. Maximizing ad effectiveness : develop a unique and consistent style 23. Sequels 24. Corporate tracking of image and issues 25. The Web : advertising in a new age 26. 'Mental reach' : they see your ad but does it get through? 27. Measurement of advertising effects in memory 28. The buy-ology of mind 29. Conclusion Appendix. How to prompt ad awareness Notes Index.

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 With Which They Are Being Bombarded, The Information Presented Here Explains The Tactics That Are Used To Make Ads More Memorable And Exposes What Advertisers Are Really Trying To Achieve.

journal Of Brand Management

this Book Succeeds In Taking The Jargon-heavy Issues Of Consumer Behavior And Psychology And Rendering Them Digestible To A Practitioner Audience....a Rich Source Of Information And Expert Comment. Received Wisdom Is Demolished Where Necessary And The Scope And Power Of Advertising Is Rescued From The Exaggerated Claims Ritually Made Of It.

"By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery. In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including advertising on the Internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why."--Provided by publisher. Provides insight into the mind of both the consumer and the creators of advertisements by looking at the tricks successful advertisers use and how and why some messages work and other don't,