The Advertised Mind

Highlights

The Advertised Mind provides a clear and unprecedented insight into the role of emotions in creating effective advertising. Whilst earlier books have considered advertising as a process, they have given little attention to the processor of advertising: the human brain. That is what makes The Advertised Mind so unique.

As our understanding of how advertising works has progressed, new insights into the relationship between advertising spending and sales effects are beginning to change the way that advertisers think about the value of their investment. New insights into factors that influence the success of advertising have allowed advertisers to place greater confidence in pre-testing. For the most part these new insights are entirely compatible with the new learning on how the brain works.

Click on the highlights below to find out more:

• Emotion is critical to advertising because it is critical to all human thought
• Emotion is critical to advertising because it helps determine the depth of processing that takes place
• Depth of processing and repetition combine to establish new memories and feelings about a brand
• Brand equity is the sum of all feelings associations and memories related to the brand
• Brand memories are stored in a way that resembles an untidy overstocked cupboard
• Advertising contributes directly towards a brand’s equity
• Advertising response is the combined effect of creative and media planning
• There is no ‘one size fits all’ media strategy that can meet different advertising needs
• The emotional response to brands and ads can be researched
• The first response is the truest response