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

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

Summary

One reason we find it difficult to analyze advertising's effects introspectively and why advertising has remained a mystery for so long is that these effects are often so simple and so small that they fall short of outright persuasion. Advertising influences the order in which we evoke or notice the alternatives we consider. This does not feel like persuasion and it is not. It is nevertheless effective. Instead of persuasion and other major effects we should look for 'feathers', or minor effects. These can tip the balance when alternative brands are otherwise equal and, through repetition, can grow imperceptibly by small increments over time.

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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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