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The Advertised Mind Groundbreaking Insights into How Our Brains Respond to Advertising
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The Advertised Mind Groundbreaking Insights into How Our Brains Respond to Advertising
By
Erik Du Plessis
Advertisers, media planners and market researchers have been trying for many years to measure the effectiveness of advertising, and various research techniques have shown that different advertisements have widely differing success rates. Research by Erik du Plessis and his colleagues at Millward Brown has helped to show that the strongest factor in predicting success is whether the advertisement creates an emotional response in the target audience. In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. 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. 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 emerging paradigm about the role of emotion could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend.
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