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Advertising and the Mind of the Consumer


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About the Author

Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and USA. An expert in the psychology of communication, his monthly column is posted on the web at www.sutherlandsurvey.com. He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University. The highly successful company he co-founded specialized in tracking the effects of advertising communication for many of the leading global advertisers including Gillette, Merck, Kodak, McDonalds, Miller, Qantas, Nestle and Pfizer. He has published numerous papers in American, European and Australasian journals and serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising.


"Makes for enjoyable as well as enlightening reading . . . can serve as an introduction to advertising for general readers." "Choice""
"Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It will change the way you advertise and see ads." Ignacio Oreamuno, president, ihaveanidea.org"
"Puts the psyche of advertising on the analyst's couch to reveal the sometimes surprising mind of commercial persuasion." Jim Spaeth, former president, Advertising Research Foundation"

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