Checkout

Total items: 0

Subtotal excl delivery & tax: £
Menu
Search

About Face

The Secrets of Emotionally Effective Advertising

About Face is the new ground breaking book by best-selling author Dan Hill. Based on research using facial coding, eye tracking and cutting edge tools, as well as interviews and examples, it gives essential insights into how to make adverts more effective and emotionally engaging.
Out of stock
    Paperback£19.95
    Ebook£16.66
    Print and ebook bundle£25.00
EAN: 9780749457570
Edition: 1
Published:
Paperback
Format: 243x165
208 pages
    About the book
    Table of contents
    Reviews

About the book

Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message.

About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability.

Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.

About the authors

Dan Hill

Dan Hill is a recognised authority on the role of emotions in consumer and employee behaviour, and an expert in facial coding as an aid in measuring people's decision-making process for consumer insight testing. He is the founder and president of Sensory Logic - a scientific, research-based consultancy that specialises in gauging and helping to enhance companies' sensory-emotional connection with consumers. Dan is a frequent speaker at business conventions across the globe and the author of Body of Truth: Leveraging What Consumers Can't or Won't Say (John Wiley & Sons 2003).

More about Dan Hill

Drawing from a good mix of academic studies, practitioner books, and personal consulting experience, Hill argues in this engaging, well-written book that effective ads focus on consumers' emotional needs rather than reasoning powers. He provides good practical advice for targeting consumers' emotions and many memorable ads that accomplish this goal.

Choice