Advertising research organizations have been trying for years to
measure the effectiveness of advertising. The Advertised Mind draws
on the very latest research into the workings of the human brain
undertaken by psychologists, neurologists and artificial
intelligence specialists. Author Erik du Plessis 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. He also draws on the findings
of Adtrack's world-famous database of responses to over 30,000 TV
commercials (the largest in the world). He explores what
"ad-liking" really means, and suggests how this paradigm about the
role of emotion has resulted in a continued effort to obtain
maximum return from advertising spend.
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