Advertising and the Mind of the Consumer

Figures and tables, Acknowledgments, About the author, PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG, Introduction, 1. Influencing people: myths and mechanisms, 2. Image and reality: seeing things in different ways, 3. Subliminal advertising: the biggest myth of all, 4. Conformity: the popular thing to do, 5. The advertising message: oblique and indirect, 6. ‘Under the radar’: paid product placement, 7. Silent symbols and badges of identity, 8. Vicarious experience and virtual reality, 9. Messages, reminders and rewards: how ads speak to us, 10. What’s this I’m watching? The elements that make up an ad, 11. ‘Behavioural targeting’: consumers in the crosshairs, 12. The limits of advertising, PART B: WHAT WORKS, WHAT DOESN’T, AND WHY, Introduction, 13. Continuous tracking: are you being followed?, 14. New product launches: don’t pull the plug too early, 15. Planning campaign strategy around consumers’ mental filing cabinets, 16. What happens when you stop advertising?, 17. The effectiveness of funny ads: what a laugh!, 18. Learning to use shorter-length TV commercials, 19. Seasonal advertising, 20. Underweight advertising: execution anorexia, 21. Why radio ads aren’t recalled, 22. Maximizing ad effectiveness: develop a unique and consistent style, 23. Sequels, 24. Corporate tracking of image and issues, 25. The web: advertising in a new age, 26. ‘Mental reach’: they see your ad but does it get through?, 27. Measurement of advertising effects in memory, 28. The buy-ology of mind, 29. Conclusion, Appendix: How to prompt ad awareness, Notes, Index