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

By Max Sutherland; Alice K. Sylvester | Go to book overview

Acknowledgments

So many people have contributed to this book that it is impossible to cite everyone by name.

The opportunity to work with the many valued MarketMind clients, to track their and their competitors' advertising over time, has provided much raw material from which to discover how advertising really does work as opposed to how folklore or pure theory says it works. We 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 case-study observations over many years that a body of knowledge such as this emerges. Therefore many of the NFO MarketMind staff contributed either directly or indirectly to this book.

Special thanks for the contribution made to this revised edition goes to Stephen Holden of Bond University, whose international experience provided many valuable, international ad examples, as well as Professor Andy Gross and Mary Van De Walle for their continued assistance throughout the process. Thanks also to John Wigzell ( Consultant) and Jon Stayt ( Geronomo Business & Financial Marketing) for their invaluable advice on European case examples. On the production side, in this edition, Neil Francis assisted in the preparation of various case-study graphs, a task that in the original edition was carried out by Effie Damaskopoulos, Tony Westerlo and Elick Teitelbaum. The job of scanning images and word processing for this edition

-xii-

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

Table of contents

  • Title Page iii
  • Contents v
  • Figures vii
  • Tables xi
  • Acknowledgments xii
  • About the Authors xiv
  • Part a Why Advertising Has Remained a Mystery for So Long 1
  • Introduction 3
  • 1: Influencing People 24
  • 2: Image and Reality 32
  • 3: Subliminal Advertising 42
  • 4: Conformity 53
  • 5: The Advertising Message 64
  • 6: Silent Symbols and Badges of Identity 74
  • 7: Vicarious Experience and Virtual Reality 83
  • 8: Messages, Reminders and Rewards 97
  • 9: What's This I'm Watching? the Elements That Make Up an Ad 99
  • 10: The Limits of Advertising 134
  • Part B What Works, What Doesn't, and Why 137
  • Introduction 139
  • 11: Continuous Tracking 142
  • 12: New Product Launches 148
  • 13: Planning Campaign Strategy Around Consumers' Mental Filing Cabinets 155
  • 14: What Happens When You Stop Advertising? 161
  • 15: The Effectiveness of Funny Ads 177
  • 16: Learning to Use 15-Second Tv Commercials 189
  • 17: Seasonal Advertising 191
  • 18: Underweight Advertising 197
  • 19: Why Radio Ads Aren'T Recalled 206
  • 20: Maximizing Ad Effectiveness 220
  • 21: Sequels 228
  • 22: Corporate Tracking of Image and Issues 229
  • 23: The Web 238
  • 24: 'Mental Reach' 248
  • 25: Measurement of Advertising Effects in Memory 266
  • 26: The Buy-Ology of Mind 285
  • 27: Conclusion 287
  • Appendix How to Prompt Ad Awareness 291
  • Notes 304
  • Index 316
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