Summary of Cashvertising

Drew Eric Whitman

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Recommendation

Selling is a basic human interaction. Yet, most professionals in advertising and related fields understand very little about what actually drives people to buy. In this short, punchy book, Drew Eric Whitman lifts the shroud of mystery surrounding consumer behavior by explaining some fundamental psychological principles. His well-researched pointers will help you create ads that appeal to customers’ deepest desires and impulses. Although Whitman’s advice is applicable to all modes of advertising, he focuses on print advertising; thus, some readers might wish for more insights on Web copy or broadcasting. Still, getAbstract strongly recommends Whitman’s compelling delivery of crucial advertising advice.

In this summary, you will learn

What consumers’ fundamental desires are
What motivates them to buy
How to use consumer psychology to gain better results from your advertising

About the Author

Drew Eric Whitman has taught the psychology behind the consumer response for more than 23 years. He has worked as a consultant for the American Legion, Amoco, Texaco and many other organizations.

Summary

What Consumers Want
Effective advertising motivates people to spend money on a product or service. Yet, most advertising professionals lose sight of that objective, aiming instead to be clever or cute, or to win creative awards. Awards may gratify your ego but they don’t boost sales. Why...