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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why Paperback – International Edition, October 1, 2000


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Product Details

  • Paperback: 352 pages
  • Publisher: Allen & Unwin; New revised international edition edition (October 1, 2000)
  • Language: English
  • ISBN-10: 1865082317
  • ISBN-13: 978-1865082318
  • Product Dimensions: 9.2 x 6 x 0.9 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #2,356,207 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 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

About the Author

Max Sutherland is a psychologist, advertising researcher, and marketing professor. He was the chairman and creative director of MarketMind Technologies. He lives in Palo Alto, California. Alice K. Sylvester is vice president, account planning director at FCB Worldwide. She is the former chairman of the board of the Advertising Research Foundation of the United States. She lives in Chicago.

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Customer Reviews

4.9 out of 5 stars
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See all 15 customer reviews
For anyone serious about knowing how to create great advertising, this is a must read.
Jay Friedman
The book is brilliant because it gets behind the psychology of the buyer, allowing you to really and simply understand the thought process behind the buying decision.
Jodie Marie Shaw
Better if any agency and client read this before to fully understand one another, in working better off as one team aiming to one vision.
Luis Asteguieta Thome

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 21, 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 13, 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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1 of 1 people found the following review helpful By Jodie Marie Shaw on January 2, 2008
Format: Paperback Verified Purchase
I was introduced to this book several years ago when I was in the ad agency industry.
Since then, my issue has been read and re-read, referenced countless times.
My copy mysteriously disappeared (hey who could blame them??) so have just rebought the newest version of this book.
The book is brilliant because it gets behind the psychology of the buyer, allowing you to really and simply understand the thought process behind the buying decision.
Others who have touched on the subject of the psychology of reasons why we buy have made the content too heavy, too theoretical and let's face it - Boring with a capital "B" ... but not these authors.
It has great examples of ad campaigns throughout the book.
Personally this book has helped me design and write more responsive advertising campaigns as the many learnings from this book have stayed.
This is a must-read for anyone in an ad agency, students of marketing and advertising, and anyone in the marketing industry.
Buy this book, you won't regret it.
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