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

By Max Sutherland | Go to book overview
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15-second commercials 209–1127 Most Common Mistakes in Advertising 4–5 30-second commercials 13560-second commercials 135
Aaker, David 250
Absolut vodka 239–40, 241, 256
accelerated trials 222
accountability 322
activation theory 287, 291–3, 301
actors playing characters in ads 132–3
'ad hoc' surveys 168
adjectives, use of 114
adolescents 52, 57, 85
adverbs, use of 114
advergaming 99
advertisements, see also creativity; executions
association with brands 313–14
elements of 116–39
length of 135, 196, 209–20, 276–7
measurement focused on 298
parts focused on 111–12
advertising, see also brands; effectiveness of advertising; executions; image advertising; television advertising
awareness of 329–30
cessation of 190–7
delivery methods 72
fine tuning 180–2
for brands vs products 150–1
limits of 146–61
mystique of 4, 321
new products 3–4, 63, 101–4
time spent watching 320
adwords 140–1, 272–3
Aflac insurance 249, 254
African Queen 75
agenda of concerns 263–4
agenda-setting effects 17–18, 54, 77
alcohol marketing 154, see alsobrands of alcoholic drinks
as 'social' products 57
by product placement 75
light beer 154
patent medicines 35
restrictions on 151
Alley, Kirstie 126
Allstate Insurance 243
alternatives, weighing up 15–16
Altoids 239
ambiguity 28–9, 50, 106–7
American Express
Jerry Seinfeld ads for 93, 277, 293
Karl Malden ads for 126, 293, 311–12
analgesics 237
Anderson, John 184
animation 133–5, 141, 268
Annheiser Busch (Budweiser) beer 121, 125, 204
'anti' motivation 85
anticipatory laughter 207
Anticol 243
anxiety about subliminal advertising 37
Apple Computers
mini-dramas 92–3
reaction to symbols 85
target audience 127
use of sequels 254
Aristotle 199
artistic people, see creativity
Asch, Solomon 49
Asics 106
assertions 111
association 298
communicating by 67–9
conveying 63
learning by 66–7
measuring 294–9
memory and 65
requires repetition 289
via product placement 75–6
Atkinson, Rowan 125
devices to obtain 117–20
inconsistency and 64–5
inertia in 97–8
limits of 42–5
minimum levels of 44
time required for 216–17
to humorous advertising 203
to television vs radio 233–4
attitude change 46, 153, 306–7
attribute cueing 34
attribute importance 316–17


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