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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising [Anglais] [Broché]

Erik Du Plessis

Prix : EUR 20,23 LIVRAISON GRATUITE En savoir plus.
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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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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Amazon.com: 4.3 étoiles sur 5  9 commentaires
6 internautes sur 6 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Cognitive science meets Madison Avenue 24 mai 2007
Par Rolf Dobelli - Publié sur Amazon.com
Format:Relié
This treatise is designed for patient, methodical readers with a quest for insight. Erik Du Plessis is committed to explaining how advertisements work on consumers' consciousness, so he reviews existing research on advertising, and includes cognitive science's understanding of how the brain works on a chemical and cellular level. His research is accessible, since he often recaps and provides analogies that bring it to life, but some of the material remains dense and even obfuscates key points. Du Plessis' results are accurate but may seem self-defining − such as the idea that ads you like are ads you remember − and they can be difficult to apply. This is an impressive attempt to bring social science and neurological theory to bear on advertising. Given the intangible nature of creativity, a strong intuitive understanding of what makes advertisements likeable might help ad designers get more from this dissection. Of course, the industry also wants to know how it can reach a tech-oriented audience that records its favorite programs on TIVO and fast-forwards through the ads anyway. We find that this innovative book may be most useful for professionals in areas that involve a quantifiable, systematic approach, such as methods for determining how many ads to buy and how to allocate them across television outlets and other media.
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 One of the best books about advertising to date 8 septembre 2012
Par Stoique - Publié sur Amazon.com
Format:Broché
The Advertised Mind is one of the best books about advertising to date. The book is completely fact based and shows the power of emotional advertising versus functional advertising. The book is a smack to the face of functional driven "detergent advertising strategy". This book proves what marketeers are slowly and painfully finding out; a good commercial is not only about listing features about how good your product is. Getting consumers to like and buy your product is about the mood, the tone of voice, the entertainment factor and memorability on top of whatever you are trying to say about the product features.
10 internautes sur 14 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent overview of what makes advertising work 9 juillet 2005
Par A. Schools - Publié sur Amazon.com
Format:Relié
I am an accountant by trade who has recently taken on a volunteer advertising position. I found the book very informative in that it offered good common sensne to advertising. The conclusions were supported by research from all over the world. I will be reading it again.
5.0 étoiles sur 5 Best book on advertising ever! 19 juillet 2012
Par Michal - Publié sur Amazon.com
Format:Broché
This is the best book on advertising! I really love it! I read it several times and always find some new insights for my work.

Thank you Eric for inspiration! Hope you are working on the 3rd book!
4.0 étoiles sur 5 Great primer on the advertising research field 16 août 2010
Par william f stephenson - Publié sur Amazon.com
Format:Broché|Achat authentifié par Amazon
As a newcomer to the advertising research field, The Advertised Mind is a very good and thorough read. I appreciated the introduction to various methods of advertising research and the relatively unbiased approach to analyzing the pro's and con's. The introduction to neuroscience was by far the best part of the book. I agree with the author that this is an exciting and promising new method to bring science to advertising research. Definitely a good read.
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