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

4.8 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: 4.8 out of 5 stars
  • Amazon Bestsellers Rank: 768,436 in Books ()
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Product description

Review

"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

4.8 out of 5 stars
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on 1 May 2005
Format: Hardcover
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TOP 500 REVIEWERon 24 May 2007
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on 16 April 2011
Format: Paperback
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on 22 August 2013
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Most helpful customer reviews on Amazon.com

Amazon.com: 4.3 out of 5 stars 9 reviews
4.0 out of 5 starsGreat primer on the advertising research field
on 16 August 2010 - Published on Amazon.com
Format: Paperback|Verified Purchase
4.0 out of 5 starsgreat resource
on 1 November 2007 - Published on Amazon.com
Format: Hardcover|Verified Purchase
8 people found this helpful.
4.0 out of 5 starsCognitive science meets Madison Avenue
on 24 May 2007 - Published on Amazon.com
Format: Hardcover
2 people found this helpful.
5.0 out of 5 starsOne of the best books about advertising to date
on 8 September 2012 - Published on Amazon.com
Format: Paperback
5.0 out of 5 starsA scientific and psychological approach to the world of advertising
on 8 November 2008 - Published on Amazon.com
Format: Paperback
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