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Product Description
Jim Williams, Executive Vice President, Director of Strategy and Research, Y&R/Wunderman EMEA
"..a very good read. Erik du Plessis takes us on a personal tour of the latest scientific discoveries about how the brain works, and what they mean for advertising."
Review
“the book is genuinely interesting and painstakingly researched…students and academics, researchers and practitioners alike will find the advertised mind a fascinating read. it takes us another step forward in our understanding of how advertising works.”
management today
“measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it.”
fast company
“a must-read.”
media week
“du plessis draws on the very latest research into the workings of the human brain… 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.”
network
“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.
a real eye-opener, challenging many of the assumptions about how consumers respond to advertising messages.”
the marketer
“of all the books i have reviewed for this column over the past two years, the advertised mind is certainly one of the most interesting … i have developed great respect for erik du plessis; he has carried out some intelligent research, drawn some valuable conclusions, and explained complex subject-matter without resorting to spin, posturing or unnecessary jargon. highly recommended."
city business
Inside This Book
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First Sentence
Many advertising books avoid asking a very basic question: 'Does advertising work?' Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Many advertising books avoid asking a very basic question: 'Does advertising work?' Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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78% buy the item featured on this page: Bestsellers cluster sheet: The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising: 39 £23.75 |
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6% buy Predictably Irrational: The Hidden Forces That Shape Our Decisions £4.94 |
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3% buy Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck £4.98 |
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