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Title: Advertising and the Mind of the Consumer by Max Sutherland, Alice K. Sylvester ISBN: 1-86508-231-7 Publisher: Independent Publishers Group Pub. Date: October, 2000 Format: Paperback Volumes: 1 List Price(USD): $19.95

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Average Customer Rating: 5 (9 reviews)

Rating: 5
Summary: Advertising a mystery no more!
Comment: You won't find any glitz or glamour in this book, just very intelligent writing about why advertising really works - and how to create advertising that works.

The wonderful part about this book is that it provides you with the key measures you need to use in seeing whether or not your advertising is/has worked. When clients want to justify their budgets, agencies can now help them do this by translating the results of their creative work into hard numbers.

For anyone serious about knowing how to create great advertising, this is a must read.

Rating: 5
Summary: Breakthrough thinking
Comment: I have been consulting in the advertising business and have taught
graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling. I highly recommend this book to all.

Rating: 5
Summary: Well Written and Full of insights
Comment: The book dissects the advertising process and analyzes the different elements that make up the ad.

Backed by years of tracking TV commercials down under, Max Sutherland has first-hand knowledge of what qualities make an ad work and what others make no or a negative difference in the ad's effectiveness.

The book commences with an introduction to advertsing's facts of life and a clarification of what is substantial and what is not in the public's perception of the industry.

It ends with a couple of interesting chapters that introduce the reader to the basic concepts of ad-effectiveness research. All in all, a good and solid book.

It does, however, use brand examples throughout that are known only to Australian readers and primarily discusses broadcast advertising.

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