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Sutherland, M. Advertising and the mind of the consumer [Текст] / M. Sutherland, A. Sylvester, K. – 2nd ed. – London : Kogan Page, 2000. – 326 p. – (What works, what dotsn't and why).
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.
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