MARC Record from marc_columbia

LEADER: 05785cam a2200565 i 4500
001 15142288
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006 m o d
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008 200807s2020 enk o 000 0 eng d
035 $a(OCoLC)on1182800077
035 $a(NNC)15142288
040 $aTYFRS$beng$erda$epn$cTYFRS$dTYFRS$dOCLCF$dK6U$dOCLCO$dOCLCQ
020 $a9781003114833$q(electronic bk.)
020 $a1003114830$q(electronic bk.)
020 $a9781000256550$q(electronic bk. ;$qMobipocket)
020 $a1000256553$q(electronic bk. ;$qMobipocket)
020 $a9781000252231$q(electronic bk. ;$qPDF)
020 $a100025223X$q(electronic bk. ;$qPDF)
020 $a9781000248456$q(electronic bk. ;$qEPUB)
020 $a1000248453$q(electronic bk. ;$qEPUB)
020 $z9781741767056
020 $z9781741755992
035 $a(OCoLC)1182800077
037 $a9781003114833$bTaylor & Francis
050 4 $aHF5822
082 04 $a659.1019$223
049 $aZCUA
100 1 $aSutherland, Max.
245 10 $aAdvertising and the mind of the consumer :$bwhat works, what doesn't and why /$cMax Sutherland.
250 $aRevised 3rd international edition.
264 1 $aAbingdon, Oxon :$bRoutledge,$c2020.
300 $a1 online resource (384 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
505 0 $aFigures and tables, Acknowledgments, About the author, PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG, Introduction, 1: Infuencing 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, PART 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
520 $aBy 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
588 0 $aOnline resource; title from PDF title page (Taylor & Francis, viewed August 17, 2020).
650 0 $aAdvertising$xPsychological aspects.
650 0 $aConsumers$xPsychology.
650 0 $aConsumers$xAttitudes.
650 0 $aConsumer behavior.
650 7 $aAdvertising$xPsychological aspects$2fast$0(OCoLC)fst00797734
650 7 $aConsumer behavior$2fast$0(OCoLC)fst00876238
650 7 $aConsumers$xAttitudes$2fast$0(OCoLC)fst00876411
650 7 $aConsumers$xPsychology$2fast$0(OCoLC)fst00876425
655 4 $aElectronic books.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15142288$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS