The advertised mind : ground-breaking insights into how our brains respond to advertising

It says something about the mind when the most easily remembered things are advertising jingles. "The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising" is a psychological look at advertising and how people deal with it. An effective advertisement is one that stays with the viewer, and creating an advertisement that does such a thing requires understanding the mind. A scientific and psychological approach to the world of advertising, "The Advertised Mind" is required reading for psychology students and business majors. Advertisers, media planners and market researchers have been trying for many years to measure the effectiveness of advertising, and various research techniques have shown that different advertisements have widely differing success rates.Research by Erik du Plessis and his colleagues at Millward Brown has helped to show that the strongest factor in predicting success is whether the advertisement creates an emotional response in the target audience.In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by 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 also draws on the findings of Adtrack's 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 emerging paradigm about the role of emotion could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend. 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 Adtrack's 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. "In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by 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 also draws on the findings of Adtrack's 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 emerging paradigm about the role of emotion could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend."--Jacket

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 Advertisement And How It Predisposes Consumers To Buy The Brand That Is Being Advertised.

readers' Choice June 2005 - Fast Company

recall And Persuasion Are Today's Primary Measures Of Ad Effectiveness. Du Plessis Makes The Case That Emotion Is Actually The Foundation Of Both, A Major Shift That He Says Today's Advertisers Are Reluctant To Accept. ... Go Ahead And Pick It Up ... The Book Will Give You A Competitive Advantage.

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. Many advertising books avoid asking a very basic question: 'Does advertising work?'