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Image for The advertised mind  : groundbreaking insights into how our brains respond to advertising

The advertised mind : groundbreaking insights into how our brains respond to advertising

By: Du Plessis, Erik

074945024X / 9780749450243
Paperback
03/07/2008
1 in stock Need More ?
United Kingdom
24 cm xxiv, 232 p. : ill.
Professional & Vocational  Learn More
Reprint. Originally published: 2005.

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.

BIC:

JM Psychology, KJSA Advertising

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