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

352 pages | Publisher: Allen & Unwin (October 1, 2009) | English | ISBN-10: 1741755999 | PDF
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.

Review
...makes for enjoyable as well as enlightening reading...can serve as an introduction to advertising for general readers. -- Choice Magazine

A rich source of information and expert comment...the scope and power of advertising is rescued from the exaggerated claims... -- Journal of Brand Management

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