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What the Experts Say

"This is a well-informed and engagingly written description of the processes involved in the communication of advertising. It does not share the problems of advertising text books, which are generally superficial as well as being invariably out-of-date. Nor is it one of those populist works that receive a wide sale by propagating over-simple theories. It is the work of two seasoned practitioners and it carries the authority of their experience in the real world." John Philip Jones, Author of "When Ads Work" and Professor of Marketing Syracuse University.

"Sutherland and Sylvester demystify the magic of advertising in their thoughtful and practical explanation of what makes good ads work. They integrate advertising craft with cognitive learning and psychological theory to elucidate the elements of persuasive communication. At every turn, deep respect is expressed for the audience of advertising. At the same time, agency teams are portrayed as up to the intellectual and creative challenge of designing "feathers of advantage" for their clients. Sara Lipson, Director of Consumer Sciences, AT&T

Your book does the best job that I have seen to date of melding expert opinion and research. And your book gets great reviews, as it should. Thanks for writing it. I am citing it heavily in my forthcoming book "Persuasive Advertising" (Palgrave Macmillan). J. Scott Armstrong, Professor of Marketing, The Wharton School.

This book is essential reading for advertising, marketing and communication professionals, but it will also be fascinating to consumers. It is based on many years of continuously tracking the effects of promotional expenditures, internationally. It is a wonderful exploration of the process of advertising and promotion - what works and what doesn't, and perhaps more importantly, how it works. Never have the effects of advertising been so comprehensively examined through empirical information. John Wigzell. Consultant. Fellow of The Market Research Society (UK)

"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.

"It is 'un-put-downable' reading, a gold mine of ideas and factual evidence. You managed to strike a happy mean between ivory-tower academism and oversimplification. It is damn provocative. . Sparkled many ideas in my mind." Alexander Repiev. Advertising World Columnist, President, Mekka Advertising, and Associate Professor, International Institute of Advertising, Moscow, Russia.

"I learned a lot from the book, while thoroughly enjoying it. It has much to offer for both the novice and the experienced advertising person. Insights about the advertising process are backed up with many examples of real advertising, research monitoring hundreds of advertising campaigns around the world, and a wide variety of academic research. Amazingly, all this is combined in a delightful writing style that entertains while it teaches." Alan Sawyer, Professor of Marketing University of Florida.

"A very stimulating, provocative, and interesting book....It is as fun to read as it is informative.. It makes its points with many memorable analogies and provocative perspectives... In summary this is a fun book to read and is full of information...." Shelby McIntyre. Marketing Professor Santa Clara University, California.

"A thought-provoking and practical book on how ads work and how advertising campaigns can be most effectively managed that also contains many useful ideas for achieving more effective advertising campaigns." Professor John Rossiter, Co-author of Advertising Communications & Promotions Management.

"Consumer Communication Effectiveness is the first and last goal of all advertising, the authors' unique perspective gives you an added insight into developing a winning communication edge - a must-read for marketers!!" Paul Kennedy, Former President, Australian Association of National Advertisers.

"If you have to read one business book this year, let this be the one. This book is a gem because it reveals the secrets of effective advertising gleaned from years of sophisticated advertising research. It should be on every manager's bookshelf." Lawrence Ang, Senior Lecturer in Management, Macquarie Graduate School of Management.

"Essential reading for all practitioners and everyone interested in how advertising works. In a new knowledge world, no one can afford to ignore the assets contained in these pages." John Zeigler, Director of Digital Strategy, DDB Worldwide.

"Max and Alice make sense. In a time when the gloss of new media often detracts from the importance of the message, they have successfully and succinctly refocussed our attention on the core issue - how to create effective communications." Pat Williams, Williams Media Audits.

"Advertising and the Mind of the Consumer strips away the mystery that surrounds the black art of advertising in a sensible and readily comprehensible way." Stan Glaser, former Professor of Management, Macquarie University.

This book manages to bring the two sides of practice and theory together masterfully. Stephen Holden. Bond University, Australia.

"Finally, a book that evades the 'magic' of advertising and pins down the psychological factors that make an ad succesful or not. It is seen from every point of view; the advertiser, the consumer and even the psychologist... ... As an advertising student I found it to be my little bible." Ignacio Oreamuno, Barcelona, Spain

"A 'must read' for all brand marketers. For anyone involved in making ads, this book gives a simple explanation of what happens in people's heads when they are exposed to advertising. I have used the book's principles over and over again when teaching the basics of advertising management to young brand marketers." Melissa Richardson Marketing Educator and Consultant, Australia.