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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising Paperback – 7 Jan 2008

4.8 out of 5 stars 4 customer reviews

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Product details

  • 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: 291,478 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"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"

Book Description

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 Marketer

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Top Customer Reviews

Format: Hardcover
This book is a synthesis of various perspectives on how the brain works and what this means for how advertisng and branding work. It combines real world advertisng research and latest thinking on neuoroscience to put forward a genuinely new paradigm for thinking about how consumers, and indeed marketing managers, think about brands and how this influences their behaviour.
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.
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Format: Hardcover
This treatise is designed for patient, methodical readers with a quest for insight. Erik Du Plessis is committed to explaining how advertisements work on consumers' consciousness, so he reviews existing research on advertising, and includes cognitive science's understanding of how the brain works on a chemical and cellular level. His research is accessible, since he often recaps and provides analogies that bring it to life, but some of the material remains dense and even obfuscates key points. Du Plessis' results are accurate but may seem self-defining − such as the idea that ads you like are ads you remember − and they can be difficult to apply. This is an impressive attempt to bring social science and neurological theory to bear on advertising. Given the intangible nature of creativity, a strong intuitive understanding of what makes advertisements likeable might help ad designers get more from this dissection. Of course, the industry also wants to know how it can reach a tech-oriented audience that records its favorite programs on TIVO and fast-forwards through the ads anyway. We find that this innovative book may be most useful for professionals in areas that involve a quantifiable, systematic approach, such as methods for determining how many ads to buy and how to allocate them across television outlets and other media.
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Format: Paperback
I can wholeheartedly recommend the Advertised Mind to anyone who wants to understand how advertising is being processed by consumers, and how it creates an effect on brand perception or purchase intention. The first half of the book is about the workings of the human mind. That seems like a long prelude to the actual theme of advertising, but it provides a fertile ground for fully understanding the second half of the book. Moreover, this first half of the book is a lot of fun reading, and I learned a lot about the human mind that is even applicable beyond the realm of advertising. Also the second half of the book, which truly focuses on advertising itself, is thorough, very well organized and together provides a comprehensive perspective on advertising. The overall messages are very clear, and they make the very strong point that there is still a lot of advertising out there that is wasted. The old adagium in advertising "I know that half of my advertising is wasted but I do not know which half" has become a little less true when one takes these messages seriously. Thank you, Erik du Plessis. I will definitely apply these learnings to my work, and hence, help to create more effective advertising for my company.
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Format: Paperback Verified Purchase
Definitely worth a read - i used this as one of my main source of information to write up my third year dissertation and it's been very enlightening and helpful. Written in an engaging manner that'll keep you going til the end.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 4.3 out of 5 stars 9 reviews
0 of 1 people found the following review helpful
4.0 out of 5 stars Great primer on the advertising research field 16 Aug. 2010
By william f stephenson - Published on Amazon.com
Format: Paperback Verified Purchase
As a newcomer to the advertising research field, The Advertised Mind is a very good and thorough read. I appreciated the introduction to various methods of advertising research and the relatively unbiased approach to analyzing the pro's and con's. The introduction to neuroscience was by far the best part of the book. I agree with the author that this is an exciting and promising new method to bring science to advertising research. Definitely a good read.
0 of 2 people found the following review helpful
4.0 out of 5 stars great resource 1 Nov. 2007
By A. Brown - Published on Amazon.com
Format: Hardcover Verified Purchase
This is a great testimony to affective advertising that people like. We know that it works...this book lays it out for us.
8 of 8 people found the following review helpful
4.0 out of 5 stars Cognitive science meets Madison Avenue 24 May 2007
By Rolf Dobelli - Published on Amazon.com
Format: Hardcover
This treatise is designed for patient, methodical readers with a quest for insight. Erik Du Plessis is committed to explaining how advertisements work on consumers' consciousness, so he reviews existing research on advertising, and includes cognitive science's understanding of how the brain works on a chemical and cellular level. His research is accessible, since he often recaps and provides analogies that bring it to life, but some of the material remains dense and even obfuscates key points. Du Plessis' results are accurate but may seem self-defining − such as the idea that ads you like are ads you remember − and they can be difficult to apply. This is an impressive attempt to bring social science and neurological theory to bear on advertising. Given the intangible nature of creativity, a strong intuitive understanding of what makes advertisements likeable might help ad designers get more from this dissection. Of course, the industry also wants to know how it can reach a tech-oriented audience that records its favorite programs on TIVO and fast-forwards through the ads anyway. We find that this innovative book may be most useful for professionals in areas that involve a quantifiable, systematic approach, such as methods for determining how many ads to buy and how to allocate them across television outlets and other media.
2 of 3 people found the following review helpful
5.0 out of 5 stars One of the best books about advertising to date 8 Sept. 2012
By Stoique - Published on Amazon.com
Format: Paperback
The Advertised Mind is one of the best books about advertising to date. The book is completely fact based and shows the power of emotional advertising versus functional advertising. The book is a smack to the face of functional driven "detergent advertising strategy". This book proves what marketeers are slowly and painfully finding out; a good commercial is not only about listing features about how good your product is. Getting consumers to like and buy your product is about the mood, the tone of voice, the entertainment factor and memorability on top of whatever you are trying to say about the product features.
0 of 1 people found the following review helpful
5.0 out of 5 stars A scientific and psychological approach to the world of advertising 8 Nov. 2008
By Midwest Book Review - Published on Amazon.com
Format: Paperback
It says something about the mind when the most easily remembered things are advertising jingles. "The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising" is a psychological look at advertising and how people deal with it. An effective advertisement is one that stays with the viewer, and creating an advertisement that does such a thing requires understanding the mind. A scientific and psychological approach to the world of advertising, "The Advertised Mind" is required reading for psychology students and business majors.
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