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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising
Erik Du Plessis
€ 30.99
€ 27.59
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Description for The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising
Paperback. Draws on the research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. This title uses 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. Num Pages: 256 pages, Illustrations. BIC Classification: JM; KJSA. Category: (G) General (US: Trade); (P) Professional & Vocational. Dimension: 234 x 157 x 19. Weight in Grams: 400.
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 ... Read more
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 ... Read more
Product Details
Publisher
Kogan Page Ltd United Kingdom
Number of pages
256
Format
Paperback
Publication date
2008
Condition
New
Weight
400g
Number of Pages
256
Place of Publication
London, United Kingdom
ISBN
9780749450243
SKU
V9780749450243
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About 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.
Reviews for The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising
Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it. Fast Company Details the latest in brain science, clearly and accessibly, and shows exactly how it applies across the advertising process - creative, media and research. You don't have to agree with everything, but ... Read more