...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.