The advertised mind : (Record no. 1834)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02931cam a2200325 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200302144014.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 200302s2005 enka b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0749443669 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780749443665 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| -- | MIUC |
| 041 1# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| Language code of original | dut |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.101 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Du Plessis, Erik |
| 9 (RLIN) | 3351 |
| 952 ## - Items | |
| Itemnumber | 2197 |
| 240 10 - UNIFORM TITLE | |
| Uniform title | Reclame en ons brein. |
| Language of a work | English |
| 245 14 - TITLE STATEMENT | |
| Title | The advertised mind : |
| Remainder of title | groundbreaking insights into how our brains respond to advertising / |
| Statement of responsibility, etc. | Erik du Plessis. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | London ; |
| -- | Philadelphia : |
| Name of publisher, distributor, etc. | Kogan Page, |
| Date of publication, distribution, etc. | 2005. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxiv, 232 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content type term | text |
| 500 ## - GENERAL NOTE | |
| General note | "Millward Brown." |
| 500 ## - GENERAL NOTE | |
| General note | An expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001). |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references (p. [221]-226) and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Ch. 1. How advertisements work -- <br/>Ch. 2. Approaches to the human mind -- <br/>Ch. 3. Psychologist' models of learning and memory -- <br/>Ch. 4. The structure of the brain -- <br/>Ch. 5. Neurons: the building blocks of the brain -- <br/>Ch. 6. Learning and emotion -- <br/>Ch. 7. Arousal and consciousness -- <br/>Ch. 8. Emotion and reason -- <br/>Ch. 9. Incidental learning – and forgetting -- <br/>Ch. 10. From brains to the advertisement -- <br/>Ch. 11. Why should advertising be researched? -- <br/>Ch. 12. It is getting more difficult to be memorable -- <br/>Ch. 13. Advertising, learning and memory -- <br/>Ch. 14. The attention continuum -- <br/>Ch. 15. What ad-liking means -- <br/>Ch. 16. Recognition, recall and persuasion -- <br/>Ch. 17. Advertisement memories and brand linkage -- <br/>Ch. 18. Exposing the consumer to the advertising: media strategy -- <br/>Ch. 19. Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising -- <br/>Ch. 20. The mental world of brands and the objective of advertising -- <br/>Ch. 21. 'I told you so' -- <br/>Ch. 22. The emotional and the rational.<br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Research by Erik du Plessis has helped show that the strongest factor predicting an advertisement's success is how much the ad is liked. In The Advertised Mind, du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists. He 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 explores what "ad-liking" really means and suggests how this emerging paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spending. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Psychological aspects |
| 9 (RLIN) | 1343 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Research |
| 9 (RLIN) | 1343 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Human information processing |
| General subdivision | Research |
| 9 (RLIN) | 550 |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Millward Brown (Firm) |
| 9 (RLIN) | 3352 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Total Renewals | Full call number | Date last seen | Date last checked out | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marbella International University Centre | Marbella International University Centre | Library | 02/03/2020 | 8 | 0.00 | 1 | 1 | 659.101 DU adv | 20/10/2021 | 15/09/2021 | 0.00 | 02/03/2020 | Books |