ECU Libraries Catalog

The advertised mind : groundbreaking insights into how our brains respond to advertising / Erik du Plessis.

Author/creator Du Plessis, Erik
Other author/creatorMillward Brown (Firm)
Format Book and Print
Publication InfoLondon ; Sterling, Va. : Kogan Page, 2005.
Descriptionxxiv, 232 pages : illustrations ; 25 cm
Supplemental Content Table of contents
Uniform titleReclame en ons brein. English
Contents 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 noteAn expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001).
Bibliography noteIncludes bibliographical references (p. [221]-226) and index.
LCCN 2005001178
ISBN0749443669 (alk. paper)

Available Items

Library Location Call Number Status Item Actions
Joyner General Stacks HF5822 .D8 2005 ✔ Available Place Hold