Advertising is an established and ever-present force and yet just how it works continues to be something of a mystery. From an industry insider, this fully-updated guide unveils the secrets of leading a successful campaign over a wide range of media, including the web. Drawing on many well-known international ads as examples, it reveals the workings of the mind of the consumer and explains the reasons for the successes and failures of various advertising campaigns. More than just a how-to book of tricks, this is a look at the psychological and logistical factors that make advertisements work that is ideal for advertising agents, marketers, and students of advertising and consumer behavior.

广告是一种既定的和永远存在的力量，但它如何运作仍然是一个谜。从业内人士，这充分更新的指南揭示了秘密，领导一个成功的运动在广泛的媒体，包括网络。它以许多国际知名广告为例，揭示了消费者的心理活动，解释了各种广告活动成败的原因。不仅仅是一本技巧书，这是一个在心理和物流因素，使广告工作，这是理想的广告代理商，营销人员，广告和消费者行为的学生看。