- Paperback: 256 pages
- Publisher: Kogan Page; 1 edition (7 Jan. 2008)
- Language: English
- ISBN-10: 074945024X
- ISBN-13: 978-0749450243
- Product Dimensions: 16.1 x 1.8 x 22.6 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 342,033 in Books (See Top 100 in Books)
- See Complete Table of Contents
The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising Paperback – 7 Jan 2008
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Frequently Bought Together
Customers Who Bought This Item Also Bought
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your e-mail address or mobile phone number.
"Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it."
-- Fast Company
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 MarketerSee all Product Description
Inside This Book(Learn More)
What Other Items Do Customers Buy After Viewing This Item?
Top Customer Reviews
The insights you get from reading The Advertised Mind are very much overdue, especially the integration of rational thinking and emotional response into one system. You do sometimes have to work at the ideas to realise their full implications, but it is worth it.
There are numerous anecdotes from real-world situations and experiences encountered by Erik Du Plessis in his work with Millward Brown, the research company. These are are interlaced with a review and explanation of the brain physiology (a marvelous slow motion walk through how the brain respondes emotionally first. The author explains the complexity of brain science in a straightforward way that layman can understand. He also in many ways details the hidden history of ideas about advertising works and debunks right-brain left brain explanations. and the Low Attention arguments of Robert Heath, simply by explaining how emotion is the stimulator of attention.
This should be required reading for all marketing and brand managers, and anyone who is concerned with truly understanding how to improve communications between people and the resonance of their brand.
The ideas in this book have wider application beyond advertising, to all brand encounters.
It is the kind of book that you will return to again and again, and realise a different insight each time. Great Stuff.