The Advertised Mind

The Advertised Mind
Recall and persuasion are today's primary measures of ad effectiveness. Du Plessis makes the case that emotion is actually the foundation of both, a major shift that he says today's advertisers are reluctant to accept. ... Go ahead and pick it up ... the book will give you a competitive advantage." -- Fast Company, Readers' Choice June 2005. Draws on the very latest research into the workings of the human brain * Based on the world's largest database of TV advertising responses and new research undertaken by Millward Brown
* A unique synthesis of the theories of memory and learning and how they relate to advertising effectiveness
* Reveals why 'ad-liking' is a critical factor in persuading someone to buy a product Media planners and market researchers have been trying for many years to measure the effectiveness of advertising.
Various techniques based on recall and recognition of advertisements all show that different advertisements have widely differing success rates. Historically the methods for trying to increase the success rate focus on tweaking the advertisement's media schedule, but these have shown limited success.
However 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. In "The Advertised Mind," 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 the brand that is being advertised.
By drawing on the findings of the world-famous Adtrack system, 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. A fascinating and fresh insight into how our brains work and respond.

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