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1 of 1 people found the following review helpful
5.0 out of 5 stars The essential book on advertising psychology, 13 Mar 2013
This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
As a marketing practitioner and consumer psychology student, this book absolutely hits the sweet spot for me. Covering the basics on implicit learning, memory formation and decision science, this book has a robust foundation in social science. It then applies this to the wonderful world of TV advertising to show, incontravertibly, how TV advertising actually works on the subconscious. And provides a useful model for applying in the real world. Littered with examples from the past 10-15 years, makes it an entertaining read too, especially for those who've worked in and around the advertising business. This is utterly essential for ad planners and, I'd suggest, creative bods. Some clear guidance on things to make ads more effective (like up front branding rather than suggesting that consumers will are enough to follow your beautifully crafted ad intently all the way to the end). For me, this was an affirmation of my studies and I simply can't recommend I highly enough. Buy it!
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5.0 out of 5 stars Essential reading, 14 July 2014
By 
Mr. Lawrence Taylor "Training & Facilitation" (www.commercial-awareness.com) - See all my reviews
(REAL NAME)   
This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
An excellent book that deftly links the latest findings from neuroscience to show how marketing communications, and in particular advertising, really affect consumer behaviour - dismantling along the way many marketing paradigms. Essential reading for anyone in marketing.
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5.0 out of 5 stars All you need to know about how advertising works, 1 July 2012
This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
Good advertising copywriters and art directors have known for decades that emotions play a powerful role in why people choose one brand or another, respond to one advertisement or another. But the evidence was never as clear as it has become in recent years, with advertisers and marketing comunications textbooks hanging on to theories and models that are not just outdated but wrong in the first place. Robert Heath's lucid description of how perception works and how low attention processing explains successful advertising, is valuable to both practitioners and advertisers.
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5.0 out of 5 stars The truth about Advertising, 13 Jun 2012
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This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
It is always surprising how many of the tools of marketing are many decades old despite huge changes in consumption, disposable income and communications. Advertising should be ahead of the game yet its most taught AIDA model goes back to the 19th century. Thank goodness we now have Robert Heath to bring some reality to our understanding of how advertising works. By the end of this book it all seems quite logical and it is hard to understand why we had not got there a long time ago. Yet it does not make any the less shocking. If you are involved in marketing you need to read this book.
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5.0 out of 5 stars Recommendable!!, 31 July 2014
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This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
easy to understand, covers a lot of advertising theories by linking it to interesting cases, loved to read it!!
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1 of 2 people found the following review helpful
5.0 out of 5 stars What maisie knew, 20 Jun 2012
This review is from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising (Hardcover)
I guess this book will be looked back on in twenty years time as starting the new TV advertising revolution.It is mainly about Television but then again television advertising dominates and is getting more,not less,dominant since the advent of the internet.What Mr.Heath does is explain in some detail ,and with good examples,how the obsession with 'reason why' and 'persuasion' have not improved the effectiveness of advertising,rather the reverse.Should be obligatory reading for all communication students.
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