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Advertising and the Mind of the Consumer: What Works, What Doesn't And Why? Paperback – 1 Aug 2000

5.0 out of 5 stars 2 customer reviews

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Product details

  • Paperback: 344 pages
  • Publisher: Kogan Page Ltd; 2 edition (1 Aug. 2000)
  • Language: English
  • ISBN-10: 0749429771
  • ISBN-13: 978-0749429775
  • Product Dimensions: 15.2 x 2.2 x 23 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 995,473 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"Makes for enjoyable as well as enlightening reading . . . can serve as an introduction to advertising for general readers." "Choice""

"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"

"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" --This text refers to an out of print or unavailable edition of this title.

From the Author

Review published in The Australasian Journal of Psychology
This is how the book was reviewed in TheAustralasian Journal of Psychology Vol.48 No2 1996 pp107 This is not a textbook. but an A5 size paperback. The contents are weighty and important. Yet the writing style is accessible to all, The book is in two parts: Part A - for the interested general public Part B - for advertising and marketing professionals. In Part A. Sutherland looks into the myths and mechanisms of advertising: for example, how advertising uses positively charged features for positioning, and negatively charged features to reposition opposition! Other mechanisms include; making brands into symbols, badges of identity, communication by association', learning .without awareness, conformity and the bandwagon effect ads as mini-dramas identifying, with a character immersion and empathy. It seems clear to me that we are dealing with a powerful technology. 1 must, therefore point out the author’s rather disingenuous remarks when he claims that most advertising agencies don’t really understand how ads work or which ads will work.. In a similar vein his disclaimer that advertisements don’t persuade anybody to do anything they merely "influence the order in which we evoke or notice the alternatives we consider." (p. 19) Part B reviews "What Works, What Doesn’t . and Why." And it is all solid, practical material for anybody who has the responsibility to spend an advertising dollar effectively. One should learn to ask questions like: Does advertising work in this market'? and What type of advertising'? Maximising ad effectiveness is given a full chapter. "Planning campaign strategies around consumer’s mental filing,, cabinets" merits a chapter. as does the "Measurement of advertising effects in memory." Other topics of obvious relevance to psychological science: "positioning for cognitive consistency" and "learning to use 15-sccond TV commercials, memory activation vs. new learning." For readers interested strictly from the business point of view, there is competent discussion of, what happens when advertising stops. belt-tightening strategies such as 'drip' media usage. challenges in advertising durable goods vs. repeat purchase supermarket products. Target Audience Rating Points (TARPS): ad execution and flighting, This is all interesting and solid material, presented by a very experienced professional. Sutherland is the Director of MarketMind Technologies Pty Ltd.; Adjunct Professor of Marketing at Monash University: and a principal of Sutherland Smith Pty Ltd. one of the top ten market research companies in Australia. The concluding chapter is entitled "The Buy-ology of Mind." The books conclusion informs us that "when we die we will have spent an estimated 1.5 years, just watching TV commercials.".(p.225). Sutherland has gone a long way with this volume to demystify the effects of advertising. This was his goal. But the increasing power and persuasiveness, of this applied psychological technology also should be considered from a consumer and societal point of reference. After all. the interests of Coke and British Petroleum are not necessarily incongruent with yours. mine. and the community’s. Guruneel Singh Khalsa Goodman, 3HO Foundation. --This text refers to an alternate Paperback edition.

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Format: Paperback
This book is as fun to read as it is informative. The author makes his points with many memorable analogies and provocative perspectives. For instance, he observes that "We as consumers generally believe (advertising) does not really work on us personally. Despite this, advertisers keep on advertising. Something must be working." He makes the analogy between how advertising works and how we perceive our kids growing up. "We don't notice their physical growth each day, but from time to time we become aware that they have grown. Evaluating a single exposure to advertising is like asking how much your kid has grown in the last 24 hours." The author continually points out how these imperceptibly small changes add up to significant ones over time. Another analogy I really like is that "advertising is like a feather that just tips the balance when other things are about equal." And in most markets, brands are competing in categories where the consumer sees the products as being about equal. It is in these situations that advertising becomes so important. The book is also full of research findings and results, but without being "textbook like" about it. There is a gold mine of practical and memorable advertising findings and advice within these covers. The book is divided into an A part explaining "Why advertising has remained a mystery for so long." This is the part with all the insights and perspectives on the role of advertising in branding. The B part of the book addresses "What works, what doesn't and why." This section of the book contains insights from the author's years of experience in running continuous advertising tracking studies around the world. In summary this is a fun book to read and is full of information that could be of use to any markcom or campaign manager. Shelby McIntyre Marketing Professor Santa Clara University Santa Clara, CA 95053
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Format: Paperback
It deals withadvertising and market proffessionals. It shows how advertising uses possitively charge features for positioning and negative charge featues to reposition opposition.
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