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The Advertised Mind
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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

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

About the Author

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.

Reviews

"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

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