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Description - The Advertised Mind by Erik Du Plessis

Advertising 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 Details

ISBN: 9780749450243
ISBN-10: 074945024X
Format: Paperback
(234mm x 156mm x 14mm)
Pages: 256
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Jul-2008
Country of Publication: United Kingdom

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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.

Books By Erik Du Plessis

Branded Mind by Erik Du Plessis
Hardback, February 2011
$57.60