|Uniform title||Reclame en ons brein. English|
||How advertisements work -- Approaches to the human mind -- Psychologists' models of learning and memory -- The structure of the brain -- Neurons: the building blocks of the brain -- Learning and emotion -- Arousal and consciousness -- Emotion and reason -- Incidental learning - and forgetting -- From brains to advertisements -- Why should advertising be researched? -- It is getting more difficult to be memorable -- Advertising, learning and memory -- The attention continuum -- What ad-liking means -- Recognition, recall and persuasion -- Advertisement memories and brand linkage -- Exposing the consumer to the advertising: media strategy -- Professor Ehrenberg and double jeopardy: or the effect of the brand on the advertising -- The mental world of brands and the objective of advertising -- 'I told you so' -- The emotional and the rational.
|General note||"Millward Brown."|
|General note||An expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001).|
|Bibliography note||Includes bibliographical references (p. -226) and index.|
|ISBN||0749443669 (alk. paper)|