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Advertising research organizations have been trying for years to measure the effectiveness of advertising. Recent research by Erik du Plessis and his colleagues at Adtrack South Africa, and subsequently at Millward Brown, has helped to show that the strongest factor predicting success is not the scheduling rate, but how much an advertisement is liked. 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 what 'ad-liking' really means, and suggests how use of this paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend. Millward Brown were also behind the research for the BRANDchild initiative.
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"The book is genuinely interesting and painstakingly researched...Students and academics, researchers and practitioners alike will find The Advertised Mind a fascinating read. It takes us another step forward in our understanding of how advertising works." Management Today "Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it." Fast Company "A must-read." Media Week "Du Plessis draws on the very latest research into the workings of the human brain... He 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." Network "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. A real eye-opener, challenging many of the assumptions about how consumers respond to advertising messages." The Marketer "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 ... I have developed great respect for Erik du Plessis; he 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." City Business
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5つ星のうち 4.3
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4 人中、4人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 4.0
Cognitive science meets Madison Avenue
2007/5/25
By Rolf Dobelli
- (Amazon.com)
形式:ハードカバー
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.
13 人中、9人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 5.0
Excellent overview of what makes advertising work
2005/7/9
By A. Schools
- (Amazon.com)
形式:ハードカバー
I am an accountant by trade who has recently taken on a volunteer advertising position. I found the book very informative in that it offered good common sensne to advertising. The conclusions were supported by research from all over the world. I will be reading it again.
5つ星のうち 5.0
One of the best books about advertising to date
2012/9/9
By Stoique
- (Amazon.com)
形式:ペーパーバック
The Advertised Mind is one of the best books about advertising to date. The book is completely fact based and shows the power of emotional advertising versus functional advertising. The book is a smack to the face of functional driven "detergent advertising strategy". This book proves what marketeers are slowly and painfully finding out; a good commercial is not only about listing features about how good your product is. Getting consumers to like and buy your product is about the mood, the tone of voice, the entertainment factor and memorability on top of whatever you are trying to say about the product features.
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