Articoli correlati a The Advertising Effect: How to Change Behaviour
Sinossi
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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreOUP Australia & New Zealand
- Data di pubblicazione2014
- ISBN 10 0195593928
- ISBN 13 9780195593921
- RilegaturaCopertina flessibile
- LinguaInglese
- Numero di pagine240
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The Advertising Effect: How to Change Behaviour
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Oxford University Press, 2014
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ISBN 13: 9780195593921
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The Advertising Effect: How to Change Behaviour
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Paperback. Condizione: new. Paperback. Want to know how to influence other peoples 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 insiders guide, to the ultimate behaviour change industry advertising. Expose the techniques that advertisers use to get consumers to buy. Examples and case studies illustrate successful strategies and includes award winning campaigns such as Rename Speed, Steal Banksy and Share a Coke. Includes insights from some notable people in advertising, philosophy and behavior change including Alain De Botton, Andrew Denton, David Nobay, Faris Yakob and Bob Garfield.Read Adam Ferrier's Q&A with Marketing magazineWeblinks from The Advertising Effect The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Codice articolo 9780195593921
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Advertising Effect : How to Change Behaviour
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The Advertising Effect: How to Change Behaviour
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ISBN 13: 9780195593921
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