Advertised Mind : Groundbreaking Insights into How Our Brains Respond to Advertising
Book Details
Format
Paperback / Softback
ISBN-10
074945024X
ISBN-13
9780749450243
Publisher
Kogan Page Ltd
Imprint
Kogan Page Ltd
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jul 3rd, 2008
Print length
256 Pages
Weight
400 grams
Dimensions
23.40 x 15.70 x 1.90 cms
Product Classification:
PsychologyAdvertising
Ksh 5,050.00
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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.
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.
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