The Advertised Mind: Ground-breaking insights into how our brains respond to advertising

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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. About The Author Erik du Plessis is CEO of Millward Brown South Africa and formerly ran his own company, Impact, in . Both Millward Brown and Impact are well known for their expertise in brand and advertising research. Table of Contents Introduction 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 Appendix: Choosing a copy testing methodology Bibliography Index.