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Advertising and the Mind of the Consumer: What works, what doesn't and why. 3rd edition
・ISBN 978-0-367-71739-1 hard GB£ 171.99
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| 著者・編者 | Sutherland, Max, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2021 |
| ページ数 | 378 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A03-3161＞ |
解説
By 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.