By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery.In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K. Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work--or misfire--and why. Advertising and the Mind of the Consumeris not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.'Essential reading for all practitioners and everyone interested in how advertising works ...'John Zeigler, Director of Digital Strategy, DDB Worldwide.'... reveals the secrets of effective advertising gleamed from years of sophisticated advertising research. It should be on every manager's bookshelf.'Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School ofManagement'... [the authors] demystify the magic of advertising in their thoughtful and practical explanation of what makes good ads work ...'Sara Lipson, Director of Consumer Sciences, AT&T'Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion.'Jim Spaeth, President, Advertising Research FoundationSutherland, Max is the author of 'Advertising and the Mind of the Consumer What Works, What Doesn'T, and Why', published 2000 under ISBN 9781865082318 and ISBN 1865082317.