{"product_id":"the-advertised-mind-9780749450243","title":"The Advertised Mind","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eErik du Plessis\u003c\/b\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"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 you do have to think about it. Essential reading.\"   Roderick White, Editor, Admap     \"Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple.\"    The Marketer\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 00: \tIntroduction;\u003c\/li\u003e\n\u003cli\u003eChapter - 01: \tHow advertisements work;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tApproaches to the human mind;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tPsychologists’ models of learning and memory;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tThe structure of the brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tNeurons: the building blocks of the brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 06: \tLearning and emotion;\u003c\/li\u003e\n\u003cli\u003eChapter - 07: \tArousal and consciousness;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tEmotion and reason;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tIncidental learning – and forgetting;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tFrom brains to advertisements;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tWhy should advertising be researched?;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tIt is getting more difficult to be memorable;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tAdvertising, learning and memory;\u003c\/li\u003e\n\u003cli\u003eChapter - 14: \tThe attention continuum;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tWhat ad-liking means;\u003c\/li\u003e\n\u003cli\u003eChapter - 16: \tRecognition, recall and persuasion;\u003c\/li\u003e\n\u003cli\u003eChapter - 17: \tAdvertisement memories and brand linkage;\u003c\/li\u003e\n\u003cli\u003eChapter - 18: \tExposing the consumer to the advertising: media strategy;\u003c\/li\u003e\n\u003cli\u003eChapter - 19: \tProfessor Ehrenberg and double jeopardy; or the effect of the brand on the advertising;\u003c\/li\u003e\n\u003cli\u003eChapter - 20: \tThe mental world of brands and the objective of advertising;\u003c\/li\u003e\n\u003cli\u003eChapter - 21: \t‘I told you so’;\u003c\/li\u003e\n\u003cli\u003eChapter - 22: \tThe emotional and the rational\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":49404522332503,"sku":"9780749450243","price":21.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/the-advertised-mind-9780749450243","provider":"Book Curl","version":"1.0","type":"link"}