Titel: Advertising and the Mind of the Consumer : What Works, What Doesn't, and Why
Verlag: Allen & Unwin
Erscheinungsjahr: 1994
Sprache: Englisch
ISBN-10: 1863733582
ISBN-13: 9781863733588
Einband: Softcover
Zustand: Good
Gewicht: 0,5�Pfund

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Inhaltsangabe

Just how does advertising work?

In Advertising and the Mind of the Consumer, Max Sutherland, a psychologist and leading advertising researcher, unravels the mysteries that surround the art of advertising. This isn't a book about the tricks of advertising agents. It takes us into the mind of the consumer and explains how advertising messages work - or misfire - and why.

Advertising is a powerful force in this age of mass media. It is also a powerful marketing tool for business. This is a book for everyone who wants to know how it works and why it influences us. It is a book for everyone in business with products and services to sell, for advertising agents, marketers, students of advertising and consumer behaviour.

'Any self-respecting marketing professional who is serious about advertising planning and management must read this book.'

Chee M Hong, Manager Market Research, Optus Communications.

' Advertising and the Mind of the Consumer strips away the mystery that surrounds the black art of advertising in a sensible and readily comprehensible way.'

Stan Glaser, Professor of Management, Macquarie University Graduate School of Management.

'Max succeeds in communicating sometimes difficult concepts in a way that general readers will be able to comprehend.'

Bruce Randle, Managing Director, A C Nielsen Australia Pty Ltd.

'This book will stimulate managers to think more deeply about advertising and consumers - and is packed with practical advice for advertisers.'

Professor John Rossiter, Australian Graduate School of Management, University of NSW.

�ber die Autorin bzw. den Autor

Dr Max Sutherland is a Professor of Marketing at Monash University and a Director of MarketMind Technologies in Australia.

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