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.
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About the Author:
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.
Review:"[T]he book will give you a competitive advantage... helps both creatives and accountants deal with [advertising effectiveness]." - Fast Company
"The importance of Erik du Plessis's work is that he at last brings science, in particular neuroscience, to bear on this most salient of advertising's unknowns." - Professor John Philip Jones, S I Newhouse School of Public Communications, Syracuse University
"Required reading for psychology students and business majors." - Midwest Book Review
See an excerpt on the American Educational Foundation website!
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1. The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback)
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Kogan Page Ltd, United Kingdom
(2008)
ISBN 10: 074945024X
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Descripción Kogan Page Ltd, United Kingdom, 2008. Paperback. Estado de conservación: New. Reprint. Language: English . Brand New Book. Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis 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 also draws on the findings of Adtrack s world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what ad-liking really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend. Nº de ref. de la librería AAU9780749450243
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2. The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising [Paperback]
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3. The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback)
Editorial:
Kogan Page Ltd, United Kingdom
(2008)
ISBN 10: 074945024X
ISBN 13: 9780749450243
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Descripción Kogan Page Ltd, United Kingdom, 2008. Paperback. Estado de conservación: New. Reprint. Language: English . Brand New Book. Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis 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 also draws on the findings of Adtrack s world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what ad-liking really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend. Nº de ref. de la librería AAU9780749450243
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4. The Advertised Mind
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Descripción Kogan Page 2008-07-03, London, 2008. paperback. Estado de conservación: New. Nº de ref. de la librería 9780749450243
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Descripción Paperback. Estado de conservación: New. This item is printed on demand. Item doesn't include CD/DVD. Nº de ref. de la librería 857491
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6. The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising
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Descripción Kogan Page Ltd. Paperback. Estado de conservación: new. BRAND NEW, The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising, Erik Du Plessis, Advertising research organizations have been trying for years to measure the effectiveness of advertising. "The Advertised Mind" draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis 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 also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what 'ad-liking' really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend. Nº de ref. de la librería B9780749450243
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7. The Advertised Mind
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ISBN 13: 9780749450243
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Descripción Kogan Page Ltd, 2008. Estado de conservación: New. 2008. Reprint. Paperback. Draws on the research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. This title uses 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. Num Pages: 256 pages, Illustrations. BIC Classification: JM; KJSA. Category: (G) General (US: Trade); (P) Professional & Vocational. Dimension: 234 x 157 x 19. Weight in Grams: 400. . . . . . . Nº de ref. de la librería V9780749450243
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8. The Advertised Mind
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ISBN 10: 074945024X
ISBN 13: 9780749450243
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Descripción Kogan Page Ltd. Estado de conservación: New. 2008. Reprint. Paperback. Draws on the research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. This title uses 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. Num Pages: 256 pages, Illustrations. BIC Classification: JM; KJSA. Category: (G) General (US: Trade); (P) Professional & Vocational. Dimension: 234 x 157 x 19. Weight in Grams: 400. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780749450243
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9. The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising
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ISBN 13: 9780749450243
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Descripción Kogan Page, 2008. Estado de conservación: New. book. Nº de ref. de la librería ria9780749450243_rkm
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Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97807494502431.0
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