What Works, What Doesn't and Why?
Sutherland, Max (Adjunct Professor in Consumer Behaviour, Monash University, Melbourne, Australia)
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Paperback (C Format)
264 pages
Illustrations
Published: 1993
Publisher: Allen & Unwin (Australia) Pty Ltd
ISBN / EAN: 1863733582
Examines the psychology of advertising and how advertising is received by consumers. The author has tracked, week by week, the effects of hundreds of advertising campaigns over a period of nearly ten years. The results resolve some of the apparent contra
