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

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

by Erik Du Plessis
     
 

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

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Overview

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.

Product Details

ISBN-13:
9780749450243
Publisher:
Kogan Page, Ltd.
Publication date:
08/01/2008
Edition description:
Reprint
Pages:
256
Product dimensions:
6.10(w) x 9.20(h) x 0.80(d)

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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