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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising Paperback – 7 Jan 2008

4.7 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 256 pages
  • Publisher: Kogan Page; 1 edition (7 Jan. 2008)
  • Language: English
  • ISBN-10: 074945024X
  • ISBN-13: 978-0749450243
  • Product Dimensions: 16.1 x 1.8 x 22.6 cm
  • Average Customer Review: 4.7 out of 5 stars
  • Amazon Bestsellers Rank: 888,929 in Books ()
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Product description


"Recall and persuasion are today's primary measures of ad effectiveness. Du Plessis makes the case that emotion is actually the foundation of both, a major shift that he says today's advertisers are reluctant to accept. ... Go ahead and pick it up ... the book will give you a competitive advantage." -- Fast Company, Readers' Choice June 2005

"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... [Erik du Plessis] has carried out some intelligent research, drawn some valuable conclusions, and explained complex subject-matter without resorting to spin, posturing or unnecessary jargon. Highly recommended.

"The future of effective marketing, no matter how it is measured, will be linked to understanding and practically leveraging the growing body of knowledge about how the brain receives and processes communication. The ARF applauds the work of Erik du Plessis on significantly advancing the application of learning in this critically important area." -- Robert Barocci, President and CEO, The Advertising Research Foundation, New York

"[T]he book will give you a competitive advantage... helps both creatives and accountants deal with [advertising effectiveness]." - Fast Company

"The importance of Erik du Plessis's work is that he at last brings science, in particular neuroscience, to bear on this most salient of advertising's unknowns." - Professor John Philip Jones, S I Newhouse School of Public Communications, Syracuse University

"Required reading for psychology students and business majors." - Midwest Book Review

See an excerpt on the American Educational Foundation website!

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

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

Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple.

The Marketer

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Customer reviews

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Top customer reviews

22 August 2013
Format: Paperback|Verified Purchase
24 May 2007
Format: Hardcover
1 May 2005
Format: Hardcover
8 people found this helpful
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16 April 2011
Format: Paperback

Most helpful customer reviews on 4.2 out of 5 stars 8 reviews
william f stephenson
4.0 out of 5 starsGreat primer on the advertising research field
16 August 2010 - Published on
Format: Paperback|Verified Purchase
A. Brown
4.0 out of 5 starsgreat resource
1 November 2007 - Published on
Format: Hardcover|Verified Purchase
Rolf Dobelli
4.0 out of 5 starsCognitive science meets Madison Avenue
24 May 2007 - Published on
Format: Hardcover
8 people found this helpful.
5.0 out of 5 starsOne of the best books about advertising to date
8 September 2012 - Published on
Format: Paperback
2 people found this helpful.
Larry Gibson
4.0 out of 5 starsCorrecting the Record
12 August 2005 - Published on
Format: Hardcover
16 people found this helpful.

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