Includes bibliographical references (pages 229-235) and index.
Contents
Influencing people : myths and mechanisms -- Image and reality : seeing things in different ways -- Subliminal advertising : the biggest myth of all -- Conformity : the popular thing to do -- The advertising message : 'You ain't got the message, Sol. Oils ain't oils and ads ain't ads' -- Silent symbols and badges of identity -- Vicarious experience and virtual reality -- What's this I'm watching? The elements that make up an ad -- Limits of advertising --
Continuous tracking : are you being followed? -- New product launches : don't pull the plug too early -- Planning campaign strategy around consumers' mental filing cabinets -- What happens when you stop advertising? -- Learning to use 15-second TV commercials -- Fifteen-second ads : Play it again, Sam! -- Seasonal advertising -- Underweight advertising : execution anorexia -- Why radio ads aren't recalled -- Closing the gap between the mailbox and the mind -- Maximising ad effectiveness : develop a unique and consistent style -- Sequels -- Corporate tracking of image and issues -- Communicating the corporate -- Measurement of advertising effects in memory -- The buy-ology of mind.
