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Author: Max Sutherland
Format: Paperback
Number of Pages: 264
Just how does advertising work? In Advertising and the Mind of the Consumer, Max Sutherland, a psychologist and leading advertising researcher, unravels the mysteries that surround the art of advertising. This isn't a book about the tricks of advertising agents. It takes us into the mind of the consumer and explains how advertising messages work - or misfire - and why. Advertising is a powerful force in this age of mass media. It is also a powerful marketing tool for business. This is a book for everyone who wants to know how it works and why it influences us. It is a book for everyone in business with products and services to sell, for advertising agents, marketers, students of advertising and consumer behaviour. 'Any self-respecting marketing professional who is serious about advertising planning and management must read this book.' Chee M Hong, Manager Market Research, Optus Communications. ' Advertising and the Mind of the Consumer strips away the mystery that surrounds the black art of advertising in a sensible and readily comprehensible way.' Stan Glaser, Professor of Management, Macquarie University Graduate School of Management. 'Max succeeds in communicating sometimes difficult concepts in a way that general readers will be able to comprehend.' Bruce Randle, Managing Director, A C Nielsen Australia Pty Ltd. 'This book will stimulate managers to think more deeply about advertising and consumers - and is packed with practical advice for advertisers.' Professor John Rossiter, Australian Graduate School of Management, University of NSW.
