The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising - Hardcover

Du Plessis, Erik

Hardcover

ISBN 10: 0749443669 ISBN 13: 9780749443665

Publisher: Kogan Page, 2005

Synopsis

Advertising research organizations have been trying for years to measure the effectiveness of advertising.

Recent research by Erik du Plessis and his colleagues at Adtrack South Africa, and subsequently at Millward Brown, has helped to show that the strongest factor predicting success is not the scheduling rate, but how much an advertisement is liked.

Erik du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists to suggest why 'ad-liking' is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy. He explores what 'ad-liking' really means, and suggests how use of this paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend.

Millward Brown were also behind the research for the BRANDchild initiative.

About this title

Review:

"A must-read." -- Media Week, May 2005

"Highly recommended"
-- City Business Magazine

"Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it." -- Fast Company, June 2005

"..a very good read. Erik du Plessis takes us on a personal tour of the latest scientific discoveries about how the brain works, and what they mean for advertising." -- Jim Williams, Executive Vice President, Director of Strategy and Research, Y&R/Wunderman EMEA

"..du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve." -- The Marketer

"Du Plessis draws on the very latest research into the workings of the human brain.." -- Network

"This book details the latest in brain science, clearly and accessibly, and shows exactly how it applies across the advertising process..Essential reading." -- Roderick White, Editor, Admap

“A must-read.” -- Media Week

'This is an impressive attempt to bring social science and
neurological theory to bear on advertising'
-- Get Abstract - Summer 2007

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 -- City Business Magazine

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

An unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness

Reveals why ad-liking is a critical factor in persuading someone to buy a product

Published in association with Millward Brown

About this edition

• Publisher: Kogan Page
• Publication date: 2005
• ISBN 10: 0749443669
• ISBN 13: 9780749443665
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256