Download e-book for iPad: Advertising and the Mind of the Consumer: What Works, What by Max Sutherland

By Max Sutherland

ISBN-10: 1741755999

ISBN-13: 9781741755992

Advertising is a longtime and ever-present strength and but simply the way it works remains to be whatever of a secret. From an insider, this fully-updated advisor unveils the secrets and techniques of major a profitable crusade over quite a lot of media, together with the net. Drawing on many famous foreign advertisements as examples, it finds the workings of the brain of the patron and explains the explanations for the successes and screw ups of varied advertisements campaigns. greater than only a how-to booklet of tips, this can be a examine the mental and logistical elements that make ads paintings that's perfect for ads brokers, retailers, and scholars of ads and client behavior.

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Additional resources for Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

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Instead of subliminal we could use the terms ‘peripheral’, ‘shallow’ or ‘implicit processing’. The logic and illogic of subliminal advertising The concept of subliminal advertising was based on the notion of a threshold. Subliminal meant ‘below the limen, or threshold’. This was thought to be a fixed point below which awareness does not extend. This ‘limen’ was just another name for the threshold. We know that for some sounds, dogs have a much lower threshold than humans. They can hear sounds that we can’t.

Just because we can learn without full awareness does not mean that advertising practises mass manipulation on us. People can jump 6 feet—but flying is something else. Claims about subconscious learning had a kernel of truth. Claims about subliminal advertising were wildly exaggerated and they distorted this truth. Advertising often works without our being able to keep track of the process. There is no need for subliminal exposures on TV and cinema screens. The process happens naturally. It is what low-involvement communication is all about.

This is not to say that such advertising has no effect—just that its effects seem to be marginal, and the more abbreviated the processing of the ad the weaker these effects are likely to be. What are these effects? g. 12 This is no different to ordinary advertising. Even at a low level of conscious processing we can be reminded that we are hungry or thirsty. The implication of it is that a subliminal cinema ad may be able to increase drink or food sales, but cannot direct the extra demand toward specific items such as Coke or popcorn—unless these items are the only things immediately available.

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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why by Max Sutherland


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