Advertising and the mind of the consumer: what works, what doesn't and why
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2000
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 326 S. Ill. |
| ISBN: | 0749429771 |
Staff View
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Record in the Search Index
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| adam_text | Contents
Figures vii
Tables xi
Acknowledgments xii
About the authors xiv
Part A Why advertising has remained a mystery for so long
Introduction 3
1 Influencing people: myths and mechanisms 6
2 Image and reality: seeing dungs in different ways 25
3 Subliminal advertising: die biggest mydi of all 33
4 Conformity: die popular diing to do 43
5 The advertising message: oblique and indirect 55
6 Silent symbols and badges of identity 66
7 Vicarious experience and virtual reality 76
8 Messages, reminders and rewards: how ads speak to us 85
9 What s diis I m watching? The elements diat make up an ad 99
10 The limits of advertising 121
Part B What works, what doesn t, and why
Introduction 139
11 Continuous tracking: are you being followed? 142
12 New product launches: don t pull the plug too early 148
vi
Contents
13 Planning campaign strategy around consumers mental filing
cabinets 155
14 What happens when you stop advertising? 161
15 The effectiveness of funny ads: what a laugh! 168
16 Learning to use 15 second TV commercials 179
17 Seasonal advertising 191
18 Underweight advertising: execution anorexia 197
19 Why radio ads aren t recalled 203
20 Maximizing ad effectiveness: develop a unique and
consistent style 207
21 Sequels 222
22 Corporate tracking of image and issues 229
23 The Web: advertising in a new age 238
24 Mental reach : diey see your ad but does it get through? 248
25 Measurement of advertising effects in memory 255
26 The buy ology of mind 268
27 Conclusion 287
Appendix: How to prompt ad awareness 291
Notes 304
Index 316
Figures
1.1 Low involvement decision 7
1.2 High involvement decision 7
1.3 Small cumulative increments 8
1.4 Vidal Sassoon hairspray ad claiming flexible hold 10
1.5 Jim Beam ad reinforcing the stereotypical user image as
young, single males 11
1.6 In Australia, Paul Hogan triggered instant recall of
the brand, Winfield 19
1.7 Visual salience—the pop out effect 23
2.1 Is it a rabbit or a duck? 25
2.2 A vase or two faces? 25
2.3 Advertising pearls 27
2.4 Ted Turner 31
3.1 The image of a camel appeared in the smoke 34
3.2 Mercedes three point star 34
4.1 Cards 1 and 2 44
4.2 Card 3 45
4.3 Savin ad appealing to popularity (fastest growing) 46
4.4 America Online advertising its position as No. 1 48
4.5 Nivea claiming to be No. 1 in the world 48
4.6 Image of increasing popularity—everybody seems
to be drinking it 49
viii
Figures
5.1 Valentine s Day ad for Jewelry.com 56
5.2 Image effects revealed—snack food product 62
6.1 Omega ad with Martina Hingis 67
6.2 Michael Schumacher for Omega 67
6.3 Jaguar ad 74
7.1 The characters from the US version of Taster s
Choice coffee commercial 77
7.2 Seinfeld starred in mini drama ads with American
Express Card as the hero 78
8.1 You don t necessarily have to like this ad for it to
be effective 86
8.2 New Fat Free Pringles taste just as good as Original
because daey are made with Olean. Tasting is believing. 91
8.3 Given and new 95
9.1 Ad for Lever body wash 101
9.2 Victoria s Secret lingerie advertising 101
9.3 Ad for Jewelry.com 102
9.4 Dave Thomas, owner and spokesperson for Wendy s 107
9.5 The animated M M characters don t age like
regular characters 117
10.1 Ad introducing the Omron ear thermometer 123
10.2 Ad for Palm Pilot, digital personal assistant 124
11.1 Shampoo advertisement awareness 144
11.2 Shampoo market share 144
12.1 Advertising influence on intentions 149
12.2 Awareness of a new food product 154
13.1 Television share of mind and share of voice 158
14.1 Spontaneous awareness: Brand A 164
14.2 Spontaneous awareness: Brand B 164
14.3 Share of market segments 165
15.1 Suede ish massage ad for Weatherproof brand clothing 169
15.2 Security First Network Bank 175
16.1 15 second advertisement failure 180
16.2 A 15 second ad campaign that worked! 182
16.3 Percentage of people associating the brand with the
advertised image 182
16.4 We recognise the familiar more quickly 183
16.5 Another 15 second ad failure 184
17.1 Seasonal advertising campaign 194
18.1 Number of advertising executions 201
ix
Figures
20.2 Consistency—MetLife Advertising 209
20.3 Consistency: Absolut Vodka 210
20.4 The Nike Swoosh symbol 212
20.5 The Xerox digitized X symbol 212
20.6 The Energizer bunny 213
20.7 Intel character in hermetically sealed suit 215
20.8 Transamerica ads show the landmark Transamerica
building 218
21.1 Residual recall of old and new advertisements 224
21.2 Frank Perdue appeared in all his ads talking about
how his branded chickens were better. Today it is
Jim Perdue (presumably his son) 226
22.1 What do you see? 229
22.2 Hoechst s Great to be here! campaign 231
22.3 Hyundai ad 233
22.4 Andersen Consulting ad 234
22.5 We now see the central item as a B 236
23.1 Banner ad for Clinique 238
23.2 An ebay cybernetic signpost 240
23.3 Outdoor ads for Federal Express and Lotto 241
23.4 Banner ad for Volvo 241
23.5 Banner ads often focus on a behavioral response
—click through 243
23.6 Context sensitive display: what you are likely to
get at top of your Lycos results page when
researching the topic of baby 245
23.7 Neutrogena Cosmetics banner ad 245
24.1 Print ad for Colgate 249
24.2 Cumulative reach of an ad 251
24.3 How eyes on screen impacts on memory for TV ads 252
25.1 A memory network 259
25.2 Association 262
25.3 Ad for Minute Maid fruit juice 263
25.4 Brand associative mental network 265
26.1 The ad executions for VW and Dairy Soft 269
26.2 An ad experience memory network 270
26.3 Associative mental network connections 274
26.4 Dogs knowledge memory network 276
26.5 Have a break. Have a... Kit Kat 284
A.I Three types of questions to choose from 292
A.2 The controversial alternatives 293
X
Figures
A.3 Case 1 Category vs brand cued advertising recall 293
A. 4 Case 2 Category vs brand cued advertising recall 294
A.5 Components of advertising recalls 295
Tables
1.1 Mnemonic devices that trigger recollection of the brand 18
B.I Calculation of TRP figure 140
16.1 Comparison of advertisement campaigns 186
20.1 Examples of popular music used in commercials 216
22.1 Agenda of concerns 236
25.1 Primary measures of effectiveness 264
26.1 Measures of advertising effectiveness 272
26.2 Brand focused measures 273
|
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| discipline | Wirtschaftswissenschaften |
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| isbn | 0749429771 |
| language | English |
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| spelling | Sutherland, Max Verfasser aut Advertising and the mind of the consumer what works, what doesn't and why Max Sutherland & Alice K. Sylvester 2. ed. London Kogan Page 2000 XV, 326 S. Ill. txt rdacontent n rdamedia nc rdacarrier Reclame gtt Psychologie Advertising Advertising Psychological aspects Consumers Attitudes Consumers Psychology Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 s DE-604 Sylvester, Alice K. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009252254&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sutherland, Max Sylvester, Alice K. Advertising and the mind of the consumer what works, what doesn't and why Reclame gtt Psychologie Advertising Advertising Psychological aspects Consumers Attitudes Consumers Psychology Werbepsychologie (DE-588)4140889-5 gnd |
| subject_GND | (DE-588)4140889-5 |
| title | Advertising and the mind of the consumer what works, what doesn't and why |
| title_auth | Advertising and the mind of the consumer what works, what doesn't and why |
| title_exact_search | Advertising and the mind of the consumer what works, what doesn't and why |
| title_full | Advertising and the mind of the consumer what works, what doesn't and why Max Sutherland & Alice K. Sylvester |
| title_fullStr | Advertising and the mind of the consumer what works, what doesn't and why Max Sutherland & Alice K. Sylvester |
| title_full_unstemmed | Advertising and the mind of the consumer what works, what doesn't and why Max Sutherland & Alice K. Sylvester |
| title_short | Advertising and the mind of the consumer |
| title_sort | advertising and the mind of the consumer what works what doesn t and why |
| title_sub | what works, what doesn't and why |
| topic | Reclame gtt Psychologie Advertising Advertising Psychological aspects Consumers Attitudes Consumers Psychology Werbepsychologie (DE-588)4140889-5 gnd |
| topic_facet | Reclame Psychologie Advertising Advertising Psychological aspects Consumers Attitudes Consumers Psychology Werbepsychologie |
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