NEW 3rd International Edition - Jan 2009

Max Sutherland's book is written for advertisers, agencies & consumers.

Used by students of marketing, advertising, journalism and mass communications.
Read a samplechapter

What's Unique?

Conclusions from tracking the effects of many hundreds of ad campaigns continuously, week by week, over a period of nearly 15 years in America, Asia, Australasia and Europe. Ad campaigns for companies like Gillette, Campbells Soup, McDonalds, AT&T, General Motors, Kodak, Shell and Qantas.

Draws on academic research into communication psychology and buyer behavior but reduces the 'fog index' to make the findings clearer and more actionable.

This is what readers say.

Dr. Max Sutherland is an independent marketing psychologist and consultant in the U.S.A. and Australia, a regular columnist for trade publications and Adjunct Professor of marketing at Bond University.

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About the Author

Dr Max Sutherland

Marketing Psychologist


Max Sutherland was former Chairman and Creative Director of MarketMind. He 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 He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University.

The highly successful company he founded in 1989, MarketMind , 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. MarketMind was ultimately acquired by a U.S. conglomerate. His early career included retail sales as well as positions in market research with the Coca-Cola Export Corporation and the Overseas Telecommunications Commission.

With degrees in marketing and psychology, Dr Sutherland has held senior academic positions at a number of universities in USA and Australia. He has held full time lectureships in market research and consumer behavior at the University of NSW and the David Syme Business School (now Monash University) as well as Visiting Professor at Kent State University and Santa Clara University in the U.S.A. He has published numerous papers in American, European and Australasian journals and currently serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising. He is a former editor of the Australian Marketing Researcher, a Fellow and former Chairman of the Australian Market & Social Research Society and a Fellow of the Australian Marketing Institute.