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

Author: Sutherland, Max

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Product Overview

Advertising is an established and ever-present force and yet just how it works continues to be something of a mystery. From an industry insider, this fully-updated guide unveils the secrets of leading a successful campaign over a wide range of media, including the web. Drawing on many well-known international ads as examples, it reveals the workings of the mind of the consumer and explains the reasons for the successes and failures of various advertising campaigns. More than just a how-to book of tricks, this is a look at the psychological and logistical factors that make advertisements work that is ideal for advertising agents, marketers, and students of advertising and consumer behavior.

Specifications

Publisher Allen & Unwin
Mfg Part# 9781741755992
SKU 211076175
Format Paperback
ISBN10 1741755999
Release Date 10/1/2009
Product Attributes
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