The Advertised Mind - Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback, Special Edition)

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.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	July 2008
First published:	2005
Authors:	Erik du Plessis
Dimensions:	235 x 157 x 17mm (L x W x T)
Format:	Paperback
Pages:	232
Edition:	Special Edition
ISBN-13:	978-0-7494-5024-3
Categories:	Books > Social sciences > Psychology > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Varsity Textbooks Books > Academic & Education > Varsity Textbooks > Consumer Studies Books > Academic & Education > Varsity Textbooks > Economics Books > Academic & Education > Varsity Textbooks > Marketing Promotions Books > Academic & Education > UNISA > Consumer Studies Books > Academic & Education > UNISA > Economics Books > Academic & Education > UNISA > Marketing
LSN:	0-7494-5024-X
Barcode:	9780749450243
Course Code:	IOP4869

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