What Works, What Doesn't, and Why
New International Revised Edition
Contrary to popular belief, most ads aren't designed to make us want to "run out and buy the product". This new edition of a highly successful title unravels the mysteries that surround the business of advertising. It takes us into the mind of the consumer and explains how advertising messages work - or misfire - and why.
Amongst other things, you'll discover why one brand is more likely to come to mind than another, the myths behind subliminal advertising, and the tricks successful advertisers use to get their messages across. You'll learn what advertisers are really trying to achieve with their ads and the tactics that can be used to make ads more memorable.
Following on from the success of the first edition, the authors have revised the text to reflect the international focus of modern-day advertising, adding examples from well-known global advertising campaigns and information about the latest advertising techniques. This fully up-dated edition features copies of many real-life advertisements as well as new chapters on web advertising, measuring ad awareness and funny ads - do they work or do they make it harder to remember the brand?
