Advertising and Consumer Psychology

Author: Max Sutherland, Australia
Publisher:
Publish Date: 2002-02-01
Features: The author achieves remarkable success. This book is a perfect combination of psychology and practice. It deciphers the mystery of advertising "witchcraft," easy to understand, and is an outstanding case study in applied psychology. Rational and well-structured, yet highly readable. The book deciphers the mystery of advertising effects, reviews the psychological mechanisms related to advertising; clearly identifies the various reasons for the failure of advertising by suppliers; while analyzing the subtle operating mechanisms of advertising, it dispels many myths and overly exaggerated false claims; through the analysis of famous brands such as Coca-Cola, Pepsi, and Volvo, it conducts a detailed study of the factors influencing the success or failure of advertising and proposes practical and feasible methods for evaluating advertising effectiveness.