About Face: The Secrets of Emotionally Effective Advertising

About Face: The Secrets of Emotionally Effective Advertising

by Dan Hill
     
 

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Once advertising was all about being "on-message" and getting talking points right.  But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.

About Face shows how 21st-century advertising can realize success by being "on-emotion" first and

Overview


Once advertising was all about being "on-message" and getting talking points right.  But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.

About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost.  Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why.  Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:

·          Keep it simple
·          Make it relevant
·          Be memorable
·          Focus on faces
·          Always sell hope
·          Don’t lead with price  

Emotions rule decision making.  About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.

Editorial Reviews

From the Publisher

"Drawing from a good mix of academic studies, practitioner books, and personal consulting experience, Hill...argues in this engaging, well-written book that effective ads focus on consumers' emotional needs rather than reasoning powers. He provides good practical advice for targeting consumers' emotions and many memorable ads that accomplish this goal...Summing Up: Highly recommended." --CHOICE Magazine, M.R. Hyman, New Mexico State University

"An exceptionally strong case for the use of emotion in advertising.  Well-written and well-documented." --Al Ries, author of War in the Boardroom

"Whether you are trying to influence others, or trying to figure out how others are trying to influence you, About Face is a useful guide to the way advertising really works." --Dan Ariely, author of Predictably Irrational

"Dan Hill has developed a lot of ideas about what works, and why.  And he lays out a good many of them in this fast-paced, fact-based treatise on how to do advertising more effectively." --New York Journal of Books

" There's a preparedness to embrace neuroscience and behavioral economics, and thus Dan Hill's lastest work is timely. Let's hope the new generation of creative people will take advantage of his many insights and practical recommendations." --Hamish Pringle, Director General, Institute of Practictioners in Advertising and co-author of Brand Immortality

Recommended by CEO Refresher!

See an excerpt on the American Educational Foundation website!

Dan Hill and About Face mentioned in "For Brands, A Mind is a Terrible Thing to Waste" on Fox Business

Product Details

ISBN-13:
9780749457570
Publisher:
Kogan Page, Ltd
Publication date:
10/30/2010
Pages:
212
Sales rank:
1,218,033
Product dimensions:
6.00(w) x 9.30(h) x 0.80(d)

What People are saying about this

From the Publisher
" There's a preparedness to embrace neuroscience and behavioral economics, and thus Dan Hill's lastest work is timely. Let's hope the new generation of creative people will take advantage of his many insights and practical recommendations." Hamish Pringle, Director General, Institute of Practictioners in Advertising and co-author of Brand Immortality

Recommended by CEO Refresher!

See an excerpt on the American Educational Foundation website!

Meet the Author

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process.  He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers.  He has appeared on CNN, the Today Show, MSNBC, and Fox Business.  He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life. For more information on Sensory Logic view their newsletter. 

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