Advertising and the mind of the consumer : what works, what doesn't and why

Max Sutherland
Crows Nest, N.S.W. : Allen & Unwin, 2008

ISBN: 9781741755992

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Book description
In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why.
Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us - for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.

About the author
Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and the USA. He has held full time lectureships in market research and consumer behaviour at the University of NSW and Monash University as well as Visiting Professor at Kent State University and Santa Clara University in the USA.

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