000			02931cam a2200325 i 4500
003			MIUC
005			20200302144014.0
008			200302s2005 enka b 001 0 eng
020			_a0749443669
020			_a9780749443665
040			_aDLC _cDLC _dDLC _dMIUC
041	1		_aeng _hdut
082	0	0	_a659.101
100	1		_aDu Plessis, Erik _93351
240	1	0	_aReclame en ons brein. _lEnglish
245	1	4	_aThe advertised mind : _bgroundbreaking insights into how our brains respond to advertising / _cErik du Plessis.
260			_aLondon ; _aPhiladelphia : _bKogan Page, _c2005.
300			_axxiv, 232 p. : _bill. ; _c25 cm.
336			_2rdacontent _atext
500			_a"Millward Brown."
500			_aAn expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001).
504			_aIncludes bibliographical references (p. [221]-226) and index.
505	0		_aCh. 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.
520			_aResearch 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	_aAdvertising _xPsychological aspects _91343
650		0	_aAdvertising _xResearch _91343
650		0	_aHuman information processing _xResearch _9550
710	2		_aMillward Brown (Firm) _93352
942			_2ddc _cBK