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.
eBook - PDF
The Advertised Mind
Groundbreaking Insights into How Our Brains Respond to Advertising
- 259 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
The Advertised Mind
Groundbreaking Insights into How Our Brains Respond to Advertising
About this book
Trusted by 375,005 students
Access to over 1.5 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
Table of contents
- Cover
- Table of Contents
- Figures
- Tables
- Foreword
- Preface
- Introduction
- 1 How advertisements work
- 2 Approaches to the human mind
- 3 Psychologists’ models of learning and memory
- 4 The structure of the brain
- 5 Neurons: the building blocks of the brain
- 6 Learning and emotion
- 7 Arousal and consciousness
- 8 Emotion and reason
- 9 Incidental learning – and forgetting
- 10 From brains to advertisements
- 11 Why should advertising be researched?
- 12 It is getting more difficult to be memorable
- 13 Advertising, learning and memory
- 14 The attention continuum
- 15 What ad-liking means
- 16 Recognition, recall and persuasion
- 17 Advertisement memories and brand linkage
- 18 Exposing the consumer to the advertising: media strategy
- 19 Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising
- 20 The mental world of brands and the objective of advertising
- 21 ‘I told you so’
- 22 The emotional and the rational
- Appendix: Choosing a copy testing methodology
- Bibliography
- Index
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.5M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1.5 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access The Advertised Mind by Erik Du Plessis in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.