Screen LibraryAdvertising and the mind of the consumer：what works, what doesn't, and why
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| Main Authors: | |
|---|---|
| Published: |
Allen & Unwin,
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| Publisher Address: | St. Leonards, NSW |
| Publication Dates: | 1993. |
| Literature type: | Book |
| Language: | English |
| Series: |
The Allen & Unwin business and management series |
| Subjects: | |
| Carrier Form: | xvii, 246 p.: ill. ; 22 cm. |
| ISBN: | 1863733582 |
| Index Number: | F713 |
| CLC: | F713.80 |
| Call Number: | F713.80/S966 |
| Contents: |
Includes bibliographical references (p. 229-235) and index. Influencing people : myths and mechanisms -- Image and reality : seeing things in different ways -- Subliminal advertising : the biggest myth of all -- Conformity : the popular thing to do -- The advertising message : 'You ain't got the message, Sol. Oils ain't oils and ads ain't ads' -- Silent symbols and badges of identity -- Vicarious experience and virtual reality -- What's this I'm watching? The elements that make up an ad -- Limits of advertising -- Continuous tracking : are you being followed? -- New product launches : don't pull the plug too early -- Planning campaign strategy around consumers' mental filing cabinets -- What happens when you stop advertising? -- Learning to use 15-second TV commercials -- Fifteen-second ads : Play it again, Sam! -- Seasonal advertising -- Underweight advertising : execution anorexia -- Why radio ads aren't recalled -- Closing the gap between the mailbox and the mind -- Maximising ad effectiveness : develop a unique and consistent style -- Sequels -- Corporate tracking of image and issues -- Communicating the corporate -- Measurement of advertising effects in memory -- The buy-ology of mind. |