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Advertised mind : ground-breaking insights into how our brains respond to advertising / Erik du Plessis.

By: Contributor(s): Publication details: London : Kogan Page, 2005.Description: xxiv, 232 p. : ill. ; 25 cmISBN:
  • 0749443669 (hbk.)
  • 9780749443665 (hbk.)
Uniform titles:
  • Reclame en ons brein. English
Subject(s): DDC classification:
  • 659.1019 DUP
Contents:
Introduction - 1. How advertisements work - 2. Approaches to the human mind - 3. Psychologists' models of learning and memory - 4. The structure of the brain - 5. Neurons: the building blocks of the brain - 6. Learning and emotion - 7. Arousal and consciousness - 8. Emotion and reason - 9. Incidental learning - and forgetting - 10. From brains to advertisements - 11. Why should advertising be researched? - 12. It is getting more difficult to be memorable - 13. Advertising, learning and memory - 14. The attention continuum - 15. What ad-liking means - 16. Recognition, recall and persuasion - 17.Advertisement memories and brand linkage - 18. Exposing the consumer to the advertising: media strategy - 19. Professor ehrenberg and double jeopardy; or the effect of the brand on the advertising - 20. The mental world of brands and the objective of advertising - 21. 'I told you so' - 22. The emotional and the rational.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 5, BayNo 7

 659.1019 DUP (Browse shelf(Opens below)) 1 Available SOMAC,37000,02,GR 5000033729

"Millward Brown."

An expanded and updated new work based on Reclame en ons brein, originally published in Dutch by Samsom (Alphen aan den Rijn, Netherlands, 2001).

Includes bibliographical references (p. [221]-226) and index.

Introduction - 1. How advertisements work - 2. Approaches to the human mind - 3. Psychologists' models of learning and memory - 4. The structure of the brain - 5. Neurons: the building blocks of the brain - 6. Learning and emotion - 7. Arousal and consciousness - 8. Emotion and reason - 9. Incidental learning - and forgetting - 10. From brains to advertisements - 11. Why should advertising be researched? - 12. It is getting more difficult to be memorable - 13. Advertising, learning and memory - 14. The attention continuum - 15. What ad-liking means - 16. Recognition, recall and persuasion - 17.Advertisement memories and brand linkage - 18. Exposing the consumer to the advertising: media strategy - 19. Professor ehrenberg and double jeopardy; or the effect of the brand on the advertising - 20. The mental world of brands and the objective of advertising - 21. 'I told you so' - 22. The emotional and the rational.