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The Advertised Mind

The Advertised Mind

Groundbreaking Insights into How Our Brains Respond to Advertising

Erik Du Plessis


In The Advertised Mind, expert 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 the effect of advertising on the consumer and investigates advertising re-call and recognition.

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About the book

Advertising research organizations have been trying for years to measure the effectiveness of advertising.

The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised.

He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: How advertisements work;
    • Chapter - 02: Approaches to the human mind;
    • Chapter - 03: Psychologists’ models of learning and memory;
    • Chapter - 04: The structure of the brain;
    • Chapter - 05: Neurons: the building blocks of the brain;
    • Chapter - 06: Learning and emotion;
    • Chapter - 07: Arousal and consciousness;
    • Chapter - 08: Emotion and reason;
    • Chapter - 09: Incidental learning – and forgetting;
    • Chapter - 10: From brains to advertisements;
    • Chapter - 11: Why should advertising be researched?;
    • Chapter - 12: It is getting more difficult to be memorable;
    • Chapter - 13: Advertising, learning and memory;
    • Chapter - 14: The attention continuum;
    • Chapter - 15: What ad-liking means;
    • Chapter - 16: Recognition, recall and persuasion;
    • Chapter - 17: Advertisement memories and brand linkage;
    • Chapter - 18: Exposing the consumer to the advertising: media strategy;
    • Chapter - 19: Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising;
    • Chapter - 20: The mental world of brands and the objective of advertising;
    • Chapter - 21: ‘I told you so’;
    • Chapter - 22: The emotional and the rational

Book Details

  • EAN: 9780749450243
  • Edition: 1
  • Published: 3rd July 2008
  • Paperback
  • Format: 234x156
  • 256 pages

About the Author

Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world's top 10 market research companies (owned by WPP) with 65 offices in 39 countries.

Erik Du Plessis

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