Advertising and Consumer Psychology: What Works, What Doesn't, and Why

Author: Max Sutherland (Australia)
Publisher:
Publish Date: 2002-01-01
Features: This book deciphers the mystery of advertising effects, reviews the psychological mechanisms related to advertising; clearly identifies various reasons for the failure of advertising agencies in producing advertisements; 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.