The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising Paperback – 7 Jan 2008
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"Recall and persuasion are today's primary measures of ad effectiveness. Du Plessis makes the case that emotion is actually the foundation of both, a major shift that he says today's advertisers are reluctant to accept. ... Go ahead and pick it up ... the book will give you a competitive advantage." -- Fast Company, Readers' Choice June 2005
"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... [Erik du Plessis] 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.
"The future of effective marketing, no matter how it is measured, will be linked to understanding and practically leveraging the growing body of knowledge about how the brain receives and processes communication. The ARF applauds the work of Erik du Plessis on significantly advancing the application of learning in this critically important area." -- Robert Barocci, President and CEO, The Advertising Research Foundation, New York
"[T]he book will give you a competitive advantage... helps both creatives and accountants deal with [advertising effectiveness]." - Fast Company
"Required reading for psychology students and business majors." - Midwest Book Review
See an excerpt on the American Educational Foundation website!
"The importance of Erik du Plessis's work is that he at last brings science, in particular neuroscience, to bear on this most salient of advertising's unknowns." -Professor John Philip Jones, S I Newhouse School of Public Communications, Syracuse University"
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.
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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.