The Advertised Mind : Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback)

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Product Overview

Research by Erik du Plessis has helped show that the strongest factor predicting an advertisement''s success is how much the ad is liked. In "The Advertised Mind," du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists. He 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 explores what "ad-liking" really means and suggests how this emerging paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spending.

Specifications

Publisher Kogan Page Ltd
Mfg Part# 9780749450243
SKU 207546839
Format Paperback
ISBN10 074945024X
Release Date 8/1/2008
Product Attributes
Book Format Paperback
Number of Pages 0232
Publisher Kogan Page

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