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

This text examines how the mind is manipulated by advertising - about the psychology of advertising and how advertising is received by consumers. The book is an amalgam of advertising theory and practice. The author aims to strip away some of the mystery surrounding the art of advertising, addressing an audience of advertising practitioners and business people, as well as general readers. The author has tracked, week by week, the effects of hundreds of advertising campaigns over a period of nearly ten years. The results of this survey should bury some of the myths of how advertising works, and also resolve some of the apparent contradictions inherent in advertising theory. The book contains recognizable campaigns and products and assesses them, outlining their successes and shortcomings.

Dr Max Sutherland is a Professor of Marketing at Monash University and a Director of MarketMind Technologies in Australia.