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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising, by Erik Du Plessis
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* Draws on the very latest research into the workings of the human brain
- Sales Rank: #1621118 in Books
- Brand: Brand: Kogan Page Business Books
- Published on: 2005-05
- Original language: English
- Number of items: 1
- Dimensions: 9.81" h x .85" w x 5.67" l, 1.23 pounds
- Binding: Hardcover
- 272 pages
- Used Book in Good Condition
Review
""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.
About the Author
Erik Du Plessis is President of the Johannesburg-based research agency, Impact Information, famous for its Adtrack system of monitoring the memorability of television advertising, which has been adopted by UK, Swedish, Korean and East African markets. Impact is now part of the Millward Brown Group, one of the world's top 10 market research companies with 65 offices in 39 countries.
Most helpful customer reviews
0 of 2 people found the following review helpful.
great resource
By A. Brown
This is a great testimony to affective advertising that people like. We know that it works...this book lays it out for us.
8 of 8 people found the following review helpful.
Cognitive science meets Madison Avenue
By Rolf Dobelli
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.
0 of 1 people found the following review helpful.
A scientific and psychological approach to the world of advertising
By Midwest Book Review
It says something about the mind when the most easily remembered things are advertising jingles. "The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising" is a psychological look at advertising and how people deal with it. An effective advertisement is one that stays with the viewer, and creating an advertisement that does such a thing requires understanding the mind. A scientific and psychological approach to the world of advertising, "The Advertised Mind" is required reading for psychology students and business majors.
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