The Advertised Mind. Groundbreaking Insights Into How Our Brains Respond To Advertising
Plessis Du Erik
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Cover Type: Hardcover
Book Condition: Fine
Jacket Condition: Fine
Publisher: Kogan Page Ltd
Publisher Place: London
Publisher Year: 2005
Edition: Reprint
Description: 232 pages. Book and Jacket appear to have hardly been read and are both in Fine condition throughout.
Publishers 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 Adtracks 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.
ISBN: 9780749443665
(200694)
