Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland | Go to book overview

FIGURES AND TABLES

Figures
1.1Low-involvement decision7
1.2High-involvement decision7
1.3Small cumulative increments8
1.4Jim Beam ad reinforcing the stereotypical user image11
1.5Paul Hogan triggered instant recall of the brand Winfield22
1.6Visual salience—the 'pop-out' effect26
2.1Is it a rabbit or a duck?28
2.2A vase or two faces?28
2.3An advertisement for Mikimoto pearls30
3.1An ad for Camel cigarettes37
3.2Only one word, 'Speed', appeared on this ad37
4.1Card 1 and card 249
4.2Card 350
4.3A Nivea ad promoting the brand as no. 152
4.4Image of increasing popularity54
5.1Valentine's Day ad for Jewelry.com60
5.2Image effects revealed68
7.1Michael Schumacher for Omega81
8.1The characters from the Taster's Choice coffee commercial93
8.2Jerry Seinfeld in mini-drama ads with the American Express card as the hero93
9.1You don't necessarily have to like this ad for it to be effective102
9.2Fat free Pringles ad108
10.1An ad for Lever body wash118
10.2Victoria's Secret lingerie advertising119
10.3The animated M&M characters don't 'age' like regular characters134
13.1Shampoo advertisement awareness171
13.2Shampoo market share as affected by new advertisement171
14.1Advertising influence on intentions176
14.2Awareness of a new food product181
15.1Television share of mind and share of voice187
16.1Spontaneous awareness—brand A193

-vii-

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