By Max Sutherland
Advertising is a longtime and ever-present strength and but simply the way it works is still anything of a secret. From an insider, this fully-updated advisor unveils the secrets and techniques of best a winning crusade over a variety of media, together with the net. Drawing on many famous overseas advertisements as examples, it finds the workings of the brain of the shopper and explains the explanations for the successes and screw ups of varied ads campaigns. greater than only a how-to publication of tips, this can be a examine the mental and logistical elements that make ads paintings that's perfect for ads brokers, sellers, and scholars of advertisements and patron behavior.
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Additional resources for Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
The influence of lowinvolvement messages on the image and salience of particular brands seems to be much the same as, but less efficient than, advertising that is attended to more closely and processed more deeply. Over time, advertising appears to be able to produce small but cumulative image shifts and salience increments. Often, the advertising needs to be continued to maintain these effects. When it stops, the reinforcement stops and the gains are eroded. These small changes are like the ‘feathers’ we talked about in Chapter 1.
But if the subjects can’t recall this message, does it mean it had no effect on them? Not necessarily. The fact that some, albeit minimal, processing can occur at a very low level of consciousness is revealed by a further refinement of the divided attention experiment. In this version, the experimenter interrupts the subject while he/she is shadowing the ad in one ear and asks what he/she heard in the last second or two in the unattended ear? SUBLIMINAL ADVERTISING 43 Lo and behold, the subject recalls the previous 1–2 seconds of the unshadowed message.
This is the attribute agenda. 6 In other words, advertising influences the attribute agenda for a brand by rearranging the order in which we think of its attributes. Using positively charged features: positioning Words and images can be used to make the positive attributes of an advertiser’s brand or product more salient; to increase the probability that when we think of that brand we will think of those positive attributes; to place them higher on the brand’s attribute agenda. What do you think of when I say ‘Colgate’?
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why by Max Sutherland