Advertising and the Mind of the Consumer: What Works, What by Max Sutherland

By Max Sutherland

Advertising is a longtime and ever-present strength and but simply the way it works remains to be anything of a secret. From an insider, this fully-updated advisor unveils the secrets and techniques of prime a winning crusade over a variety of media, together with the internet. Drawing on many famous overseas advertisements as examples, it unearths the workings of the brain of the patron and explains the explanations for the successes and screw ups of assorted advertisements campaigns. greater than only a how-to publication of tips, this can be a examine the mental and logistical components that make ads paintings that's perfect for ads brokers, dealers, and scholars of ads and patron behavior.

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Subliminal advertising was supposed to be pitched just barely below the threshold of awareness. If it was too far below it would not work. The theory was that the exposure should be sufficiently long for people to register the message unconsciously but not long enough for them to become aware of it. Research has since shown that there is no absolute threshold below which we are always unconscious of something and above which we are always conscious of it. (For example, when we are hungry we recognize food words at much shorter exposures than non-food words.

It is noon and we are thinking ‘lunch’), then what is likely to flit into our head is not a brand of hair gel or a car—we are much more likely to see in our mind’s eye the first item on the mental agenda we have for the category ‘lunch’. When our mind is cued in to a particular product category, we almost automatically begin to think of the ‘top-of-mind’ members of that category. In the case of the category ‘lunch’, we will think of McDonald’s or Subway or some other food alternative rather than hair gel or cars or anything else.

As you approach the detergent section, what is in your mind? The category ‘detergents’. Why? Because the layout of the supermarket is familiar to you, or because when you approach that section the category is prompted by the display in front of you. Even in the supermarket, then, the product category as a cue is likely to be triggered in our minds at a particular point and to trigger in turn expectations of the brands we are likely to see in that category. What we see first in the display is likely to be influenced not only by a brand’s position and shelf space but also by our expectations of seeing the brand there.

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