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Advertising and the Mind of the Consumer: What works, what doesn't, and why Paperback – 1 June 2000

by Max Sutherland (Author), Alice K Sylvester (Author)

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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 has been joined by Alice K. Sylvester, a prominent American advertising agency figure, to reveal 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.

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, Director of Digital Strategy, DDB Worldwide.

'. 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

'. [the authors] demystify the magic of advertising in their thoughtful and practical explanation of what makes good ads work .'

Sara Lipson, Director of Consumer Sciences, AT+T

'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.'

Jim Spaeth, President, Advertising Research Foundation

Product description

From the Publisher

Max Sutherland, is a psychologist and leading advertising researcher, and is currently Visiting Professor of Marketing at Santa Clara University in California and Adjunct Professor of Marketing at Monash University, Australia. He is the immediate past Chairman and Creative Director of MarketMind Technologies, a company which specialises in tracking the effects of advertising for leading advertisers such as Gillette, Kodak, McDonalds, Qantas, McCain, Nestle and Volvo. Alice K. Sylvester is a prominent American advertising agency figure and is Vice President, Brand Insights at Young + Rubicam Inc in Chicago. She is widely published and a frequent speaker on advertising at conferences world wide.

About the Author

Max Sutherland, is a psychologist and leading advertising researcher, and is currently Visiting Professor of Marketing at Santa Clara University in California and Adjunct Professor of Marketing at Monash University, Australia. He is the immediate past Chairman and Creative Director of MarketMind Technologies, a company which specialises in tracking the effects of advertising for leading advertisers such as Gillette, Kodak, McDonalds, Qantas, McCain, Nestle and Volvo. Alice K. Sylvester is a prominent American advertising agency figure and is Vice President, Brand Insights at Young + Rubicam Inc in Chicago. She is widely published and a frequent speaker on advertising at conferences world wide.

Product details

Publisher ‏ : ‎ Routledge; 2 edition (1 June 2000)
Language ‏ : ‎ English
Paperback ‏ : ‎ 352 pages
ISBN-10 ‏ : ‎ 1865082317
ISBN-13 ‏ : ‎ 978-1865082318
Dimensions ‏ : ‎ 15.24 x 1.91 x 22.86 cm

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R. Peeples

Too many footnotes

Reviewed in the United States on 27 February 2008

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I have read about half the book so far.

One thing that irks me is all the footnotes. I have not counted them but they must total in the thousands. While I agree that it is important not to use somebody else's work without acknowledgement, this book seems to take it to the extreme. I can tell that the author(s) must be English majors because normal people would simply not use so many footnotes. It would have been better to use the "shotgun" approach - a statement something like "some statements in this book are not entirely those of the authors, other works have been used blah, blah, blah...."

As for the content of the book, there is the overwhelming hint of inside advertising for various companies. Examples are good, I agree, but I get the feeling there are many hidden advertisements for various companies.

A lot of the information is common sense. I thought this book would give me more insight into the way advertising works, so far I have been underwhelmed to the point of disappointment.

I can only hope the rest of the book will make up for a lackluster beginning.

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