| The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising Contributor(s): Du Plessis, Erik (Author) |
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ISBN: 074945024X ISBN-13: 9780749450243 Publisher: Kogan Page OUR PRICE: $33.24 Product Type: Paperback - Other Formats Published: July 2008 Annotation: In "The Advertised Mind," the author draws on information about the working of the human brain from psychologists, neurologists, and artificial intelligence specialists to suggest why "ad-liking" is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - General - Psychology | Applied Psychology |
| Dewey: 659.101 |
| LCCN: 2008005803 |
| Physical Information: 0.72" H x 6.34" W x 8.9" (1.02 lbs) 258 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |
Contributor Bio(s): Du Plessis, Erik: - 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. |
