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The Advertising Effect: How to Change Behaviour (Anglais) Broché – 12 juin 2014

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4,8 étoiles sur 5 16 commentaires provenant des USA

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Description du produit

Présentation de l'éditeur

Want to know how to influence other people's behaviour? In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider's guide, to the ultimate behaviour change industry - advertising.

Biographie de l'auteur

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.

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Commentaires client les plus utiles sur (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards) 4.8 étoiles sur 5 16 commentaires
6 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent book for anyone who has ever had to convince someone to do something differently (i.e. everyone on this planet) 18 mars 2015
Par Pete - Publié sur
Format: Format Kindle Achat vérifié
This book provides a great introduction into the modern world of advertising. Adam methodically runs through the various aspects of how ad campaigns are generated, and backs up approach with relevant references to psychological and economic studies. The book turned a lot of my preconceptions about this process on their head (admittedly most of my understanding of advertising comes from watching Mad Men). It was not an industry where I expected an evidence based approach to doing things.

The most interesting part of the book for me was about the "Benjamin Franklin Effect". Google this now - it's pretty awesome. Adam shows how the industry is using this to great effect to change peoples opinions about their brands, and then spur a change int heir behaviour.

Although I work in an IT consulting firm, a lot of my day to day activities revolve around the generation of business, and trying to get new customers to engage with us, or existing customers to engage with us more. This book has given me a good framework to get going, and enough references that I can start reading more about how to do this.
3.0 étoiles sur 5 The concepts are good - pretty consistent with conventional behavioral marketing theories - ... 26 juin 2016
Par LisainSFBay - Publié sur
Format: Broché Achat vérifié
The concepts are good - pretty consistent with conventional behavioral marketing theories - but the cases/examples tend to be outdated or based in advertising from the author's native Australia, which can be frustrating for readers who are more familiar with U.S. and European ad campaigns.
3 internautes sur 4 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 This is a fantastic book. I read this not as someone with ... 23 janvier 2015
Par Melissa Forge - Publié sur
Format: Format Kindle
This is a fantastic book. I read this not as someone with a background in advertising or marketing, but with an interest behavioural science and culture development within sporting organisations. I figured an award winning advertiser who is also a registered psych would have a serious level of expertise in providing insights on behavioural change & I was not disappointed. While the focus is on changing consumer behaviour, the premise of this book is to identify the 2 key stages of behaviour change (defining the behaviour to change, and how to go about changing it) so really it is relevant to everyone in any walk of life.

It is a great read, and I found the format particularly useful with each chapter having its own reference and video list that allows the reader to go off and do their own more in depth research on relevant topics if they wish. The blend of serious academic research along with practical applications in successful advertising campaigns makes it an enjoyable & really informative book.
1 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 The more you know, the more you know 7 juillet 2014
Par Charlotte Koh - Publié sur
Format: Broché
The most interesting element to this book is how advertisers now get you to take action in relation to their brand. And that this action makes your more inclined to think and feel positively about them. It's an interesting examination of how they do this.

Some of the examples are highly elaborate, such as the hotel that got people to stay there in order to try and steal art. There's also the story of people trying to save a community radio station by asking Richard Branson for $1million. The psychological studies that are behind these ideas are fascinating. Highly recommended.
1 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent book for the current advertising age 5 octobre 2014
Par Trent Collins - Publié sur
Very impressed with the writing in the book and the the examples of various campaigns. Well worth a ready for all those in advertising and marketing, as well as business people in general.
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