Advertising and the Mind of the Consumer

AdandMind.com. The website of the book published in 8 language editions.

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Neuroscience

Slipstream marketing

Turn-off tactics

Monthly column

Max Sutherland's book is written for advertisers, agencies & consumers. Used by students of marketing, advertising, journalism and mass communications. Read a sample chapter       Introduction Sample chapter Buy @ Amazon USA Buy @ Amazon UK Buy from Australia What's Unique? Conclusions from tracking the effects of many hundreds of ad campaigns continuously, week by week, over a period of nearly 15 years in America, Asia, Australasia and Europe. Ad campaigns for companies like Gillette, Campbells Soup, McDonalds, AT&T, General Motors, Kodak, Shell and Qantas. Draws on academic research into communication psychology and buyer behavior but reduces the 'fog index' to make the findings clearer and more actionable. This is what readers say. Dr. Max Sutherland is an independent marketing psychologist and consultant in the U.S.A. and Australia, a regular columnist for trade publications and Adjunct Professor of marketing at Bond University. Co-author, Alice K. Sylvester is Sr. Vice President, Account Planning Director at Foote Cone and Belding and a former chair of the Advertising Research Foundation in New York. More ...about the authors.

Receive new posting via RSS feed. Click the icon on the left to subscribe.   What is Neuromarketing? The scientific dream of being able to peer into the human brain is possible today through new brain scanning technologies. Brain wave recording devices have been available for decades but now they can pinpoint more precisely which regions are active as people respond to products or make brand choices or are exposed to advertisements. Marketing’s use of these new devices has been called ‘neuromarketing’. Yet it is really just an extension of the use of pupilometers, galvanic skin response, eye tracking, voice stress analysis and earlier brain wave measures – each heralded in its time as a revolutionary breakthrough. Despite hype by consultants offering these earlier technologies, none of them ever really found widespread, lasting use in marketing (although eye tracking has carved out a small niche). There is a lot of hype about neuromarketing also- particularly in the press where reporting all too often outstrips the scientific substance. Check out the actual state of neuromarketing through these Max Sutherland columns: Neuromarketing: What's it all about? Brands on the Brain Neuromarketing in Retreat Check out the press reporting of neuromarketing here. For simple explanations of brain imaging methods, click here. Useful neuromarketing links : Zac Lynch's "Brain Waves" Technorati

Monthly column The Swear**g Effect in Advertising.- Aug 2008 Acceleration of Communication. Destination Competitive Advantage - July 2008 Mind Bridges -March 2008 Behavioral Targeting: Consumers in the Cross-hairs - Nov. 2007 Curious But Real: Effects From Fast Forwarded Ads - Sept 2007 Social Contagion: “I’ll Have What She’s Having” -Aug 2007 Conformity as a Turn-off Tactic: Reducing Energy Consumption - June 2007 Subliminal Ads, Like Energizer Bunny, Keep Going - May 2007. Acknowledging a Wart - Profiting from Honest Advertising - April 2007 Neuromarketing: What's it all about? - March 2007 Mind on High, Thoughts on Fast Forward and Brands on Speed. - Jan 2007 Slogan as a Brand Précis - Oct 2006 Web Search Terms: A Window on the Social Mind - Sept 2006 Celebrity Slipstreaming: Pop Stars & Pop Expressions - Aug 2006 Advertising Turn-off Tactics - May 2006 Imagined Actions: Another Way to Create Advertising Impact. - Apr 2006 A Pun is its own Reword - March 2006 Transcranial Magnetic Stimulation (TMS): Brain Science Breakthrough. Feb. 2006 Google: $ Billion Brand in Peril? - Jan. 2006 Messages in Masquerade, Communications in Camouflage - Nov. 2005. Product Placement Accelerating on a Slippery Slope - Oct .2005 Making Clever Ads Work: Overcoming 'Attention Deficit Disorder'. Sept. 2005 False Alarm Theory: How Humorous Ads Work. Aug. 2005 Spot Removal and Whitening of Image: Making Past Messages Fade. July 2005 Worm-holes of the Mind. June 2005 Warfare Strategy in the Battle for the Mind. (Based on a paper published in Admap Jan. 2001) Information Intercourse: Making Messages Penetrate. May 2005 Generating Brain Waves that Pierce Attention. April 2005 Awaiting a 'Rythmic Resurrection' in Advertising. March 2005 Why Product Placement Works! Feb. 2005 Wake-up Call! The Future of RFID is Dawning. Jan. 2005 Bonding Slogan to Brand. Nov 2004 How to Supercharge Your Slogans. Oct. 2004 Erectile Dysfunction & the Da Vinci Code. Sept. 2004 Neuromarketing in Retreat. Aug.2004 See more.....