Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (Repost)

...makes for enjoyable as well as enlightening reading...can serve as an introduction to advertising for general readers. -- Choice Magazine A rich source of information and expert comment...the scope and power of advertising is rescued from the exaggerated claims... -- Journal of Brand Management (Allen & Unwin) Reveals the secrets of successful campaigns over a wide range of media, including advertising on the Internet. Takes the reader to the mind of the consumer to explain how advertising messages work, or misfire, and why.