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The advertised mind - Erik Du Plessis

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Title
The advertised mind - groundbreaking insights into how our brains respond to advertising
Author
Erik Du Plessis
format
Paperback / softback
Publisher
KoganPage
Language
English
UK Publication Date
20080703

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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Erik du Plessis is CEO of Millward Brown South Africa, and formerly ran his own company, Impact, in South Africa. Both Millward Brown and Impact are well known for their expertise in brand and advertising research. Millward Brown, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance.

Type
BOOK
Keyword Index
Advertising - Psychological aspects.|Consumers - Psychology.|Motivation research (Marketing)
Country of Publication
England
Number of Pages
232

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