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Title Details

RRP / List Price: $81.00

Title   Advertised Mind Groundbreaking Insights into How Our Brains Respond to Advertising 

ubiq Price: $72.90

Author   PLESSIS  ISBN   9780749443665  Add to shopping cart   
Publisher   Kogan Page  Group   Commerce/Law View shopping cart
Binding   Hardback Category   Marketing  Terms and conditions
Edition   1/2005 Type   Go back
Publication Year    
Subject    
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
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.

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