So many people have contributed to this book that it is impossible to cite everyone by name. In this third edition, I particularly want to thank readers of earlier editions as well as regular readers of my monthly column (posted at www.sutherlandsurvey.com) for their feedback comments and suggestions.
The opportunity to work with the many valued MarketMind clients, to track their and their competitors' advertising over time, provided much raw material from which to discover how advertising really does work as opposed to how folklore or pure theory says it works. I thank them sincerely and the co-founder of MarketMind, Bruce Smith, for his constant support and encouragement in the writing of this book.
It is through the communicating and sharing of ideas and casestudy observations over many years that a body of knowledge such as this emerges. Therefore many of the MarketMind staff contributed either directly or indirectly to this book. My thanks also to Alice Sylvester, my former co-author for her efforts on the second edition and for her contribution of some of the case examples retained in this third edition.
Special thanks for the contribution made to the revised editions goes to Stephen Holden of Bond University, who provided international ad examples, as well as Professor Andy Gross for his continued assistance throughout the process. Thanks also to John Wigzell (consultant) for his advice on European case examples and Malcolm Stewart (CUSTOMeDIA) and Pat Williams for their media advice.
My wife, Mel Sutherland, suffered through many iterations of the proofreading of each edition as well as a somewhat impoverished social and family life when the book was first written. My now adult son, Kent, and daughters Keli and Julia still envy their friends whose households chatted during ad breaks whereas in ours, they now tell me, they felt they had to keep quiet 'because Dad was watching the ads'. And whereas