Advertising and the Mind of the Consumer: What Works, What Doesn't and Why
Edition 2 ed
OverviewThis text aims to unravel the mysteries of advertising, taking readers into the mind of the consumer and explaining how advertising messages work or misfire, and why. It includes the myths behind subliminal advertising and the tricks successful advertisers use. It also shows what advertisers are really trying to achieve with their ads and the tactics which can be used to make ads more memorable. This edition has been revised to reflect the international focus of modern-day advertising, adding examples from well-known global advertising campaigns and information about the lastest techniques. There are also additional chapters on web advertising, measuring ad awareness and funny ads - do they work or make it harder to remember the brand?
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