The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising / Edition 1

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

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Editorial Reviews

From the Publisher
"[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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Product Details

  • ISBN-13: 9780749450243
  • Publisher: Kogan Page, Ltd.
  • Publication date: 8/1/2008
  • Edition description: Reprint
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.80 (d)

Meet 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.

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Table of Contents

How advertisements work; Psychologists' models of learning and memory; Learning and emotion; Advertising, learning and memory; What ad-liking means; Recognition, recall and persuasion; Advertisement memories and brand linkage; Exposing the consumer to the advertising; The mental world of brands and the objective of advertising.

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  • Anonymous

    Posted May 24, 2007

    A reviewer

    This treatise is designed for patient, methodical readers with a quest for insight. Erik Du Plessis is committed to explaining how advertisements work on consumers' consciousness, so he reviews existing research on advertising, and includes cognitive science's understanding of how the brain works on a chemical and cellular level. His research is accessible, since he often recaps and provides analogies that bring it to life, but some of the material remains dense and even obfuscates key points. Du Plessis' results are accurate but may seem self-defining &#8722 such as the idea that ads you like are ads you remember &#8722 and they can be difficult to apply. This is an impressive attempt to bring social science and neurological theory to bear on advertising. Given the intangible nature of creativity, a strong intuitive understanding of what makes advertisements likeable might help ad designers get more from this dissection. Of course, the industry also wants to know how it can reach a tech-oriented audience that records its favorite programs on TIVO and fast-forwards through the ads anyway. We find that this innovative book may be most useful for professionals in areas that involve a quantifiable, systematic approach, such as methods for determining how many ads to buy and how to allocate them across television outlets and other media.

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