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

Description: 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher 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. Notes Draws on the very latest research into the workings of the human brain Based on the world’s largest database of TV advertising responses and new research undertaken by Millward Brown A unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness “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 Back Cover [!The Advertised Mind - back cover copy !][!front cover!]The Advertised MindGround-Breaking Insights Into How Our Brains Respond To AdvertisingErik Du Plessis[!insert MillwardBrown logo!][!spine!]The Advertised MindErik Du Plessis[!insert MillwardBrown logo!][!insert KP logo!][!back cover!]"du Plessis has assiduously amassed the latest scientific research from the fields ofneurology, psychology, and advertising, and presented it in an exhaustive, empiricalpackage. Measurement of advertising effectiveness is in demand, and this book helpsboth creatives and accountants deal with it."Fast CompanyAdvertisers, media planners and market researchers have been trying for many years tomeasure the effectiveness of advertising, and various research techniques have shownthat different advertisements have widely differing success rates.Research by Erik du Plessis and his colleagues at Millward Brown has helped to showthat the strongest factor in predicting success is whether the advertisement creates anemotional response in the target audience.In The Advertised Mind du Plessis draws on the very latest research into the workings ofthe human brain undertaken by psychologists, neurologists and artificial intelligencespecialists. He uses this research to suggest why emotion is such an important factor inestablishing a firm memory of an advertisement and predisposing consumers to buy thebrand that is being advertised. He explores what "ad-liking" really means, and suggeststhat the role of emotion in advertising contributes to the ongoing effort to obtain maximumreturn from advertising spend.Erik du Plessis is Chairman of Millward Brown South Africa and Visiting Professor at theCopenhagen Business School. Millward Brown is well known for its expertise in brandand advertising research and has pioneered many of the industrys most innovativeresearch methodologies and techniques to assess and track advertising and brandperformance. Author Biography 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 worlds top 10 market research companies (owned by WPP) with 65 offices in 39 countries. Table of Contents Chapter - 00: Introduction;Chapter - 01: How advertisements work;Chapter - 02: Approaches to the human mind;Chapter - 03: Psychologists models of learning and memory;Chapter - 04: The structure of the brain;Chapter - 05: Neurons: the building blocks of the brain;Chapter - 06: Learning and emotion;Chapter - 07: Arousal and consciousness;Chapter - 08: Emotion and reason;Chapter - 09: Incidental learning – and forgetting;Chapter - 10: From brains to advertisements;Chapter - 11: Why should advertising be researched?;Chapter - 12: It is getting more difficult to be memorable;Chapter - 13: Advertising, learning and memory;Chapter - 14: The attention continuum;Chapter - 15: What ad-liking means;Chapter - 16: Recognition, recall and persuasion;Chapter - 17: Advertisement memories and brand linkage;Chapter - 18: Exposing the consumer to the advertising: media strategy;Chapter - 19: Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising;Chapter - 20: The mental world of brands and the objective of advertising;Chapter - 21: I told you so;Chapter - 22: The emotional and the rational Review "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 dont 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 Promotional Draws on the very latest research into the workings of the human brain Based on the worlds largest database of TV advertising responses and new research undertaken by Millward Brown A unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness 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 Long Description * Draws on the very latest research into the workings of the human brain Review Quote "Thinkers about advertising have long speculated about how the human mind works to perceive and process advertising. But the work of these people has invariably been based either on unvalidated psychological theory or else on highly artificial laboratory experiments. The importance of Erik du Plessiss work is that he at last brings science, in particular neuroscience, to bear on this most salient of advertisings unknowns." -- Professor John Philip Jones, S I Newhouse School of Public Communications, Syracuse University Promotional "Headline" Draws on the very latest research into the workings of the human brain Feature * Draws on the very latest research into the workings of the human brain; * Based on the worlds largest database of TV advertising responses and new research undertaken by Millward Brown; * A unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness; * 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 Description for Sales People Draws on the very latest research into the workings of the human brainBased on the worlds largest database of TV advertising responses and new research undertaken by Millward BrownA unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness"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 Description for Bookstore In The Advertised Mind, expert Erik du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists to suggest why ad-liking is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy. He explores the effect of advertising on the consumer and investigates advertising re-call and recognition. Details ISBN074945024X Author Erik Du Plessis Short Title ADVERTISED MIND Language English ISBN-10 074945024X ISBN-13 9780749450243 Media Book Format Paperback Illustrations Yes Year 2008 Imprint Kogan Page Ltd Subtitle Groundbreaking Insights into How Our Brains Respond to Advertising Place of Publication London Country of Publication United Kingdom Series Kogan Page Replaces 9780749443665 DOI 10.1604/9780749450243 UK Release Date 2008-07-03 AU Release Date 2008-07-03 NZ Release Date 2008-07-03 Translator Andrea Petretti Birth 1945 Affiliation Critical Care Nurse Emergency Department Austin Hospital Heidelberg Vic Australia Position Translator Qualifications RN Bnurs Gradcertemergnurs Gradcerted(hed) Mnursing(emergcare) Pages 256 Publisher Kogan Page Ltd Publication Date 2008-07-03 DEWEY 659.1019 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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