The advertised mind : groundbreaking insights into how our brains respond to advertising / Erik du Plessis.

By:

Du Plessis, Erik

Contributor(s):

Millward Brown (Firm)

Material type:

TextLanguage: English Original language: Dutch Publication details: London ; Philadelphia : Kogan Page, 2005.Description: xxiv, 232 p. : ill. ; 25 cmContent type:

text

ISBN:

0749443669
9780749443665

Uniform titles:

Reclame en ons brein. English

Subject(s):

DDC classification:

659.101

Contents:

Ch. 1. How advertisements work -- Ch. 2. Approaches to the human mind -- Ch. 3. Psychologist' models of learning and memory -- Ch. 4. The structure of the brain -- Ch. 5. Neurons: the building blocks of the brain -- Ch. 6. Learning and emotion -- Ch. 7. Arousal and consciousness -- Ch. 8. Emotion and reason -- Ch. 9. Incidental learning – and forgetting -- Ch. 10. From brains to the advertisement -- Ch. 11. Why should advertising be researched? -- Ch. 12. It is getting more difficult to be memorable -- Ch. 13. Advertising, learning and memory -- Ch. 14. The attention continuum -- Ch. 15. What ad-liking means -- Ch. 16. Recognition, recall and persuasion -- Ch. 17. Advertisement memories and brand linkage -- Ch. 18. Exposing the consumer to the advertising: media strategy -- Ch. 19. Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising -- Ch. 20. The mental world of brands and the objective of advertising -- Ch. 21. 'I told you so' -- Ch. 22. The emotional and the rational.

Summary: 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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	659.101 DU adv (Browse shelf(Opens below))	Available	12179

Browsing Marbella International University Centre shelves,Shelving location: Library Close shelf browser (Hides shelf browser)

Previous								Next
Previous	659.1 PER str Strategic advertising management /	659.1 YES adv Advertising /	659.1 YOU ogi Ogilvy on advertising in the digital age	659.101 DU adv The advertised mind :	659.101 FEN psy The psychology of advertising /	659.108 COR pro Provocateur :	659.2 BLA eff Effective media relations :	Next

"Millward Brown."

An expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001).

Includes bibliographical references (p. [221]-226) and index.

Ch. 1. How advertisements work --
Ch. 2. Approaches to the human mind --
Ch. 3. Psychologist' models of learning and memory --
Ch. 4. The structure of the brain --
Ch. 5. Neurons: the building blocks of the brain --
Ch. 6. Learning and emotion --
Ch. 7. Arousal and consciousness --
Ch. 8. Emotion and reason --
Ch. 9. Incidental learning – and forgetting --
Ch. 10. From brains to the advertisement --
Ch. 11. Why should advertising be researched? --
Ch. 12. It is getting more difficult to be memorable --
Ch. 13. Advertising, learning and memory --
Ch. 14. The attention continuum --
Ch. 15. What ad-liking means --
Ch. 16. Recognition, recall and persuasion --
Ch. 17. Advertisement memories and brand linkage --
Ch. 18. Exposing the consumer to the advertising: media strategy --
Ch. 19. Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising --
Ch. 20. The mental world of brands and the objective of advertising --
Ch. 21. 'I told you so' --
Ch. 22. The emotional and the rational.

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.

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer