- 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: 891,655 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 Viewed This Item Also Viewed
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 mobile phone number.
"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.
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.
Most Helpful Customer Reviews on Amazon.com (beta)
It is not true that, "Unfortunately, the 'gist' of the 'answering' was that Larry was offended that Joel had not consulted with him before making...the results public....". Apparently the author missed my answer, published in the Journal of Advertising Research, May/June 1994, Vol. 34, No. 3, which directly rebutted Dubow's charges. It had no hint of the personal pique suggested by this quotation.
The author states, "Professor Joel Dubow reanalyzed Gibson's data and found that he was guilty of 'sloppy statistics'." This 'finding' is absurd. First, I did not conduct any statistical analysis so I could not possibly have been guilty of 'sloppy statistics'. Second, "Not Recall" contained very little 'Gibson data'-- of the 38 papers cited in this literature review, only 2 were by me and Dubow ignored both of them.
The author concludes, "Both.....and Gibson's papers have subsequently been 'debunked': that is, the evidence they presented has been shown to be invalid." Not true! There is no basis for this sweeping conclusion other than the already rebutted Dubow charges. Indeed the author himself notes, "In the end of this illuminating exchange, many people in the industry still thought that "Not Recall" provided real evidence that recall was not a valid way of measuring the effectiveness of advertsing".
Over 20 years ago, I said that the 'persuasion/recall' argument was the longest playing controversy in all of Marketing Research. Unfortunately,in 2005 it is still going on but I hope that the written record of that argument can be kept accurate.