Advertising is an established and ever-present force and yet just how it works
continues to be something of a mystery. From an industry insider, this fully-
updated guide unveils the secrets of leading a successful campaign over a wide
range of media, including the web. Drawing on many well-known international ads
as examples, it reveals the workings of the mind of the consumer and explains
the reasons for the successes and failures of various advertising campaigns.
More than just a how-to book of tricks, this is a look at the psychological and
logistical factors that make advertisements work that is ideal for advertising
agents, marketers, and students of advertising and consumer behavior.

Download File Size:2.06 MB

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