The Advertised Mind by Erik Du Plessis
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.
"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
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.
| SKU | Unavailable |
| ISBN 13 | 9780749450243 |
| ISBN 10 | 074945024X |
| Title | The Advertised Mind |
| Author | Erik Du Plessis |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2008-07-03 |
| Number of pages | 256 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |