The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising - Brossura

DU PLESSIS, Erik

Brossura

ISBN 10: 074945024X ISBN 13: 9780749450243

Casa editrice: Kogan Page, 2008

Riassunto

Research by Erik du Plessis has helped show that the strongest factor predicting an advertisement's success is how much the ad is liked. In The Advertised Mind, du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists. He uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He explores what "ad-liking" really means and suggests how this emerging paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spending.

Su questo libro

Descrizione del libro:

Draws on the very latest research into the workings of the human brain

Based on the worlds largest database of TV advertising responses and new research undertaken by Millward Brown

A unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness

Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple.

The Marketer

L'autore:

Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world’s top 10 market research companies (owned by WPP) with 65 offices in 39 countries.

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2008
• ISBN 10: 074945024X
• ISBN 13: 9780749450243
• Rilegatura: Copertina flessibile
• Numero di pagine: 256