The Advertising Effect: How to Change Behaviour - Brossura

Ferrier, Adam

Brossura

ISBN 10: 0195593928 ISBN 13: 9780195593921

Casa editrice: OUP Australia & New Zealand, 2014

Riassunto

Want to know how to influence other people's behaviour?

In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion).

This is the ultimate insider's guide, to the ultimate behaviour change industry - advertising.

Su questo libro

L'autore:

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.

Contenuti:

• Prologue
• Part 1: Which behaviour to change?
• 1. The Dark Arts: An advertising and influence overview
• 2. Definition: Defining the behaviour you want to change
• 3. Thoughts, Feelings, Actions: Using action to change behaviour
• 4. Action Spurs: Sometimes we need a little kick
• Part 2: Changing the behaviour
• Motivational Action Spurs
• 5. Reframing: It's not what you say, it's how you say it
• 6. Evocation: Can you feel it?
• 7. Collectivism: Everyone else is doing it
• 8. Ownership: What do you think? ?
• 9. Play: The World is a game
• 10. Utility: No more empty promises?
• 11. Modeling: Monkey See. Monkey Do.
• Ease Action Spurs
• 12. Skill Up: How to stop "I don't know how"
• 13. Eliminate Complexity: knock down hurdles
• 14. Commitment: how a small request leads to a bigger agreement
• Part 3: Be Good
• 15. Use your powers for good

Su questa edizione

• Editore: OUP Australia & New Zealand
• Data di pubblicazione: 2014
• ISBN 10: 0195593928
• ISBN 13: 9780195593921
• Rilegatura: Copertina flessibile
• Numero di pagine: 240