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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why Paperback – International Edition, October 1, 2009


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Product Details

  • Paperback: 352 pages
  • Publisher: Allen & Unwin; Third Edition, Third edition edition (October 1, 2009)
  • Language: English
  • ISBN-10: 0853237301
  • ISBN-13: 978-1741755992
  • ASIN: 1741755999
  • Product Dimensions: 6.3 x 9.2 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #338,440 in Books (See Top 100 in Books)

Editorial Reviews

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

About the Author

Max Sutherland is a marketing psychologist and the cofounder of a company that has worked with such leading global advertisers including Gillette, Kodak, McDonalds, Miller, Nestle, and Pfizer.

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Customer Reviews

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Most Helpful Customer Reviews

16 of 18 people found the following review helpful By A Customer on December 10, 2000
Format: Paperback
The book dissects the advertising process and analyzes the different elements that make up the ad.
Backed by years of tracking TV commercials down under, Max Sutherland has first-hand knowledge of what qualities make an ad work and what others make no or a negative difference in the ad's effectiveness.
The book commences with an introduction to advertsing's facts of life and a clarification of what is substantial and what is not in the public's perception of the industry.
It ends with a couple of interesting chapters that introduce the reader to the basic concepts of ad-effectiveness research. All in all, a good and solid book.
It does, however, use brand examples throughout that are known only to Australian readers and primarily discusses broadcast advertising.
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7 of 7 people found the following review helpful By A Customer on August 30, 1999
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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6 of 7 people found the following review helpful By Jorge Marroquín-Rivera on October 27, 1999
Format: Paperback
The subject of the book is advertising, the expertise of the author is marketing research and its background is psychology. However, the text is highly suitable for marketing professionals. Why ? The reason is that it gives practical tools for marketing decisions concerning advertising, tools that have long time beeing denied by advertising agencies. As many marketing professionals may know, ad agencies have built several "recipes" or "éclairs d'imagination" never giving their foundations. Instead, Max Sutherland gives clear guidelines, combining them with the correspondant motivational background and/or justifying them by facts. Additionally, the book is very well written to allow the reader to take the core conclusion of each chapter.
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2 of 2 people found the following review helpful By A Customer on September 20, 1999
Format: Paperback
For anyone involved in making ads, this book gives a simple explanation of what happens in people's heads when they are exposed to advertising. I have used the book's principles over and over again when teaching the basics of advertising management to young brand marketers. I describe this book as a "must read".
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4 of 5 people found the following review helpful By Ignacio Oreamuno on March 12, 2000
Format: Paperback
To all advertisers and consumers; This is a must for your knowledge. Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It is seen from every point of view; the advertiser, the consumer and even the psychologist. It will change the way you advertise and see ads As an advertising student I found it to be my little bible.Get it!
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5 of 7 people found the following review helpful By Stephen Holden on February 23, 2000
Format: Paperback
This book is great. It cuts through the hype, the b.s., the nonsense. Everyone (and I mean EVERYONE) has a view on advertising, but not many have a view that is as comprehensible and as reasonable as that expressed by Max Sutherland in his book. Combining psychological theory with good doses of common sense, Professor Sutherland reminds us what so many of us tend to forget -- that marketing and advertising is practice supported and expanded by theory.
Advertising as a domain tends to be dominated by either practitioners or academics. The practitioners can have a tendency to do a lot of 'hand waving.' That is, they talk a lot, it may even look pretty impressive, but they don't necessarily talk a lot of sense. The academics for their part are caught up in theory. The academics ignore the real world as it presents (or at least may present) a disturbing set of facts that inconveniently do not match the truth of the theory.
Max Sutherland manages to bring the two sides of practice and theory together masterfully. In fact, it is really hard to decide from reading the book whether he is an academic or a practitioner -- it is perhaps not surprising to find that he is a bit of both. He's done well to bridge the gap between these two worlds.
The book's 'bite-size' chapters make it especially readable for anyone. And the reader can pick and choose from the range of topics that are offered - such as subliminal advertising, conformity, silent symbols and badges of identity, vicarious experience and virtual reality, etc. This is a book that will be enlightening for both the practitioner and the academic, and a delight for any person, including a lay person, to read.
This is advertising for pleasure and profit!
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