Advertising And The Mind Of The Consumer
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| Author | : Max Sutherland |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 348 |
| Release | : 2000 |
| Genre | : Business & Economics |
| ISBN | : 9780749429775 |
Advertising is an established and ever-present force, and yet just how it works continues to be something of a mystery. It's hard to believe that we spend an estimated one-and-a half years just watching TV commercials. In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. 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.
| Author | : Max Sutherland |
| Publisher | : Allen & Unwin Australia |
| Total Pages | : 366 |
| Release | : 2008 |
| Genre | : Business & Economics |
| ISBN | : 9781741755992 |
Provides insight into the mind of both the consumer and the creators of advertisements by looking at the tricks successful advertisers use and how and why some messages work and other don't,
| Author | : Pepe MartÃnez |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 200 |
| Release | : 2012-06-03 |
| Genre | : Business & Economics |
| ISBN | : 0749465719 |
The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.
| Author | : Gerald Zaltman |
| Publisher | : Harvard Business Press |
| Total Pages | : 273 |
| Release | : 2008 |
| Genre | : Business & Economics |
| ISBN | : 1422121151 |
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
| Author | : Max Sutherland |
| Publisher | : Routledge |
| Total Pages | : 337 |
| Release | : 2020-07-28 |
| Genre | : Business & Economics |
| ISBN | : 1000248453 |
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. 'Essential reading for all practitioners and everyone interested in how advertising works .' - John Zeigler, DDB Worldwide. '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 '. reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.' - Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management 'Breakthrough thinking. I have been consulting in the advertising business and have taught graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling.' - Professor Larry Chiagouris, Pace University '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
| Author | : Leon Zurawicki |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 291 |
| Release | : 2010-09-02 |
| Genre | : Business & Economics |
| ISBN | : 3540778292 |
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
| Author | : Erik Du Plessis |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 268 |
| Release | : 2005 |
| Genre | : Business & Economics |
| ISBN | : 9780749443665 |
Du Plessis draws on information about the working of the human brain from psychologists, neurologists, and artificial intelligence specialists to suggest why "ad-liking" is such an important factor in advertisement and how it predisposes consumers to buy the brand that is being advertised.
| Author | : Stuart Ewen |
| Publisher | : Basic Books |
| Total Pages | : 280 |
| Release | : 2008-08-01 |
| Genre | : Social Science |
| ISBN | : 0786722878 |
Captains of Consciousness offers a historical look at the origins of the advertising industry and consumer society at the turn of the twentieth century. For this new edition Stuart Ewen, one of our foremost interpreters of popular culture, has written a new preface that considers the continuing influence of advertising and commercialism in contemporary life. Not limiting his critique strictly to consumers and the advertising culture that serves them, he provides a fascinating history of the ways in which business has refined its search for new consumers by ingratiating itself into Americans' everyday lives. A timely and still-fascinating critique of life in a consumer culture.
| Author | : Lucas Barreau |
| Publisher | : Nova Science Publishers |
| Total Pages | : 0 |
| Release | : 2014 |
| Genre | : Advertising |
| ISBN | : 9781629486123 |
In this text, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behaviour. The topics discussed include the use of tourism distribution channels for advertising a religious 'imagined community' in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.
| Author | : Gerald Zaltman |
| Publisher | : Harvard Business Press |
| Total Pages | : 356 |
| Release | : 2003 |
| Genre | : Business & Economics |
| ISBN | : 9781578518265 |
Despite the time and money spent on market research, 60% to 80% of new offerings fail.
