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

Contrary to popular belief, most ads are not designed to make consumers want to run out and buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Meant as a tool for both advertising personnel and consumers who are concerned with the messages they constantly see, the information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.