The Advertised Mind
Groundbreaking Insights into How Our Brains Respond to Advertising
By (author) Erik Du Plessis
Advertised Mind by Erik Du Plessis
Book DescriptionAdvertising 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.
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Book DetailsISBN: 9780749450243
(234mm x 156mm x 14mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Jul-2008
Country of Publication: United Kingdom
Books By Author Erik Du Plessis
Branded Mind, Hardback (February 2011)» View all books by Erik Du Plessis
Explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. This title investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing.
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Author Biography - Erik Du Plessis
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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