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

by Erik Du Plessis

Overview

* Draws on the very latest research into the workings of the human brain

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)

About the Author

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.

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.

What People are Saying About This

From the Publisher

"Required reading for psychology students and business majors." - Midwest Book Review

See an excerpt on the American Educational Foundation website!

Editorial Reviews

"[T]he book will give you a competitive advantage... helps both creatives and accountants deal with [advertising effectiveness]." - Fast Company

"The importance of Erik du Plessis's work is that he at last brings science, in particular neuroscience, to bear on this most salient of advertising's unknowns." - Professor John Philip Jones, S I Newhouse School of Public Communications, Syracuse University

"Required reading for psychology students and business majors." - Midwest Book Review

See an excerpt on the American Educational Foundation website!

From the Publisher