Description

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.

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

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Paperback / softback by Erik Du Plessis

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Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the... Read more

    Publisher: Kogan Page Ltd
    Publication Date: 03/07/2008
    ISBN13: 9780749450243, 978-0749450243
    ISBN10: 074945024X

    Number of Pages: 256

    Non Fiction , Business, Finance & Law

    Description

    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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