The advertised mind: groundbreaking insights into how our brains respond to advertising
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | XXIV, 232 S. Ill. graph. Darst. |
| ISBN: | 9780749450243 |
Internformat
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| 240 | 1 | 0 | |a Reclame en ons brein |
| 245 | 1 | 0 | |a The advertised mind |b groundbreaking insights into how our brains respond to advertising |c Erik Du Plessis |
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2008 | |
| 300 | |a XXIV, 232 S. |b Ill. graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804145259240751104 |
|---|---|
| adam_text | IMAGE 1
THE
ADVERTISED
GROUNDBREAKING INSIGHTS INTO HOW OUR BRAINS RESPOND TO ADVERTISING ERIK
DU PLESSIS
MILLWARDBROWN
KOGAN PAGE
LONDON AND PHILADELPHIA
IMAGE 2
CONTENTS
LIST OF FIGURES VII
LIST OF TABLES X
FOREWORD BY NIGEL HOLLIS XI
PREFACE XVIII
INTRODUCTION 1
1 HOW ADVERTISEMENTS WORK 6
HOW ADVERTISING WORKS 6; ADVERTISING AND NON-FMCG PURCHASES 8; THE ROLE
OF ADVERTISING 8; PLANNING AN ADVERTISING CAMPAIGN THAT WILL WORK 9;
MEDIA PLANNING 9; FREQUENCY 10; AND THEN CAME JONES 14; SPOT S RESEARCH
16;
COLIN MCDONALD 18; ERWIN EPHRON AND CONTINUITY PLANNING 18; WHY IS
THERE ANY DEBATE? 19
2 APPROACHES TO THE HUMAN MIND 21
NEUROLOGY 21; PSYCHOLOGY 22; ARTIFICIAL INTELLIGENCE SCIENTISTS 23;
MECHANISMS OF MIND SCIENTISTS 24
3 PSYCHOLOGISTS MODELS OF LEARNING AND MEMORY 25
INTRODUCTION 25; EBBINGHAUS (1896) 26; SHORT- AND LONG-TERM MEMORIES 27;
THE SUPERVISORY ATTENTIONING SYSTEM 28; INTERPRETATION 30
4 THE STRUCTURE OF THE BRAIN 33
THE CENTRAL NERVOUS SYSTEM 33; THE CREATURE THAT EATS ITS BRAIN 36
IMAGE 3
IV CONTENTS
5 NEURONS: THE BUILDING BLOCKS OF THE BRAIN 37
NEURONS 37; SYNAPSES 39; NEURONS IN ACTION 40; HINTON DIAGRAMS OF
NEURONS 40; MAKING THE NEURONAL SYSTEM DO THINGS 42; EXAMPLE OF A SYSTEM
WITH DIFFERENT SYNAPTIC SENSITIVITIES 45; RUMMELHART AND BIGGER NEURONAL
SYSTEMS 46;
GESTALTS 48; SUMMARY: IMPORTANT FEATURES OF NEURONAL SYSTEMS 53;
DISTRIBUTED MEMORY 53; NEURAL NETWORKS 55
6 LEARNING AND EMOTION 57
MAKING A BRAIN 59; DARWIN III 60; PLEASURE AND PAIN 61; THE AMYGDALA
IS THE KEY TO THE FEAR RESPONSE 62; WHEN MEMORIES ARE LAID DOWN THEY ARE
EMOTIONALLY TAGGED 64; THIS IS NOT JUST TRUE FOR BIG EMOTIONS 64; FROM
FEAR TO PLEASURE 65; LEARNING AND FEELING 65; ALCOHOL AND THE PLEASURE
CENTRES 66; DARWIN III IS DRIVEN BY EXPECTED
EMOTIONS 67; SEEING ACTIVITY IN THE BRAIN 67; FUNCTIONAL AREAS IN THE
BRAIN 69; A PICTURE OF SIGHT 70; A PICTURE OF LISTENING 71; A PICTURE OF
A NAIVE ACTIVITY 72; A PICTURE OF A PRACTISED TASK 72; CONCLUSION 73
7 AROUSAL AND CONSCIOUSNESS 74
DETERMINANTS OF A CONSCIOUSNESS: THE POWER OF AN EPICENTRE 75; ANOTHER
DETERMINANT OF CONSCIOUSNESS: THE AVAILABLE NEURAL NETWORK 75; WHY THE
BRAIN NEEDS TO CONTROL ITS LEVELS OF AROUSAL 76; CHEMICALS THAT CONTROL
AROUSAL 77; AROUSAL AND
CONSCIOUSNESS AND ATTENTION 78
8 EMOTION AND REASON 79
DEFINING EMOTIONS 81; DEFINITION 83; RENE DESCARTES (1596-1650) 86;
BRAIN HEMISPHERIC THEORIES 87; DAMASIO - THE EMOTIONAL IS RATIONAL 88;
HOW DO I KNOW WHAT I THINK BEFORE I KNOW WHAT I FEEL? 89; DAMASIO S
SOMATIC MARKER HYPOTHESIS 90; SIGMUND FREUD (1859-1939) 92
9 INCIDENTAL LEARNING - AND FORGETTING 95
MEMORIZING USELESS INFORMATION 96; WHAT PROFESSOR BAHRICK TAUGHT ME 98;
THE LEARNING CURVE WHEN THERE ARE SOME RELATED MEMORIES 102; LEARNING
AND THE RATE OF FORGETTING 103; THE OPTIMAL RATE OF REHEARSAL FOR
LEARNING 104
10 FROM BRAINS TO ADVERTISEMENTS 105
IMAGE 4
CONTENTS V
11 WHY SHOULD ADVERTISING BE RESEARCHED? 108
WHAT I LEARNT FROM A ZULU MINER WITH LITTLE FORMAL EDUCATION ABOUT
COMMUNICATION THEORIES 108; A MORE EMPIRICAL (RATIONAL) ARGUMENT IN
FAVOUR OF COPY TESTING 110
12 IT IS GETTING MORE DIFFICULT TO BE MEMORABLE 113
INTRODUCTION 113; EMPIRICAL EVIDENCE 113; THE ADTRACK DATABASE 114; HOW
ADVERTISING CLUTTER AFFECTS TV S POWER 117; DECLINING ADVERTISING
MEMORABILITY IS NOT NECESSARILY DECLINING ADVERTISING EFFECTIVENESS 122
13 ADVERTISING, LEARNING AND MEMORY 123
THE ADTRACK DATABASE 124; TELEVISION ADVERTISEMENT LENGTH 124;
TELEVISION FREQUENCY EFFECT 125; PRINT 127; TIME AND ATTENTION 129;
MULTI-MEDIA EFFECTS 130; CONSCIOUS AND UNCONSCIOUS LEARNING 131; THE
WORKINGS OF MEMORY 132; DIRECT RESPONSE ADVERTISING 133; YOU INTERPRET
ADVERTISING USING YOUR OWN MEMORIES 133; INTERNET
ADVERTISING 134
14 THE ATTENTION CONTINUUM 136
CAN AN ADVERTISEMENT WORK IF IT GETS NO ATTENTION? 138; HEATH S ERROR
141; WHAT THE REST OF THE BOOK IS ABOUT 141
15 WHAT AD-LIKING MEANS 144
RESEARCH BY ESTHER THORSEN AND JOHN PHILIP JONES 145; SPOT AND ADTRACK
146; THE COMMAP MODEL 149; UNDERSTANDING THE DIMENSIONS IN THE COMMAP
MODEL 151; THE INTERACTION BETWEEN THE COMMAP DIMENSIONS 154; RACHEL
KENNEDY REPLICATES COMMAP IN AUSTRALIA 156; EARLIER EVIDENCE ABOUT THE
IMPORTANCE OF AD-LIKING 156; APPLYING THE COMMAP MODEL 157; COMMAP
VERSUS
LINK 161; AD-LIKING AND PRINT ADVERTISING 162
16 RECOGNITION, RECALL AND PERSUASION 164
MEASURING HOW ADVERTISEMENTS ARE REMEMBERED 164; LEFT- AND RIGHT-BRAIN
MEMORIES 166; RECOGNITION AND RECALL VERSUS PERSUASION 168
IMAGE 5
VI CONTENTS
17 ADVERTISEMENT MEMORIES AND BRAND LINKAGE 170
INTRODUCTION 170; MEMORIES AND FORGETFULNESS 171; SOME EMPIRICAL
EVIDENCE 173; NEUROLOGY 175; ANECDOTAL EVIDENCE 176; THE MILLWARDBROWN
CREATIVE MAGNIFIER 178
18 EXPOSING THE CONSUMER TO THE ADVERTISING: MEDIA STRATEGY 180
INTRODUCTION 180; WHAT PROFESSOR BAHRICK TAUGHT ME 180; IMPACT AND DECAY
RATES 184; RETENTION RATES IMPROVE OVER TIME 186; THE IMPACT-RETENTION
CHART 187; CONCLUSION 192
19 PROFESSOR EHRENBERG AND DOUBLE JEOPARDY; OR THE EFFECT OF THE BRAND
ON THE ADVERTISING 193
THE DOUBLE JEOPARDY THEORY 194; HABITUAL PURCHASING 195; BRAND EQUITY
196; BRAND LIKING 197; BRAND USAGE AFFECTS ADVERTISING NOTING 198
20 THE MENTAL WORLD OF BRANDS AND THE OBJECTIVE OF ADVERTISING 201
THE BRAND MEMORY-ADVERTISING MEMORY PARADIGM 203; ADVERTISING MEMORIES
204; WHAT TUMBLES OUT FIRST? 205; ADVERTISING AND BRAND EQUITY 206
21 I TOLD YOU SO 208
22 THE EMOTIONAL AND THE RATIONAL 211
LEARNINGS FROM THE EMOTIONAL FILTER MODEL 216; CONCLUSION 218
APPENDIX: CHOOSING A COPY TESTING METHODOLOGY 220 BIBLIOGRAPHY 221
INDEX 227
|
| any_adam_object | 1 |
| author | Du Plessis, Erik |
| author_facet | Du Plessis, Erik |
| author_role | aut |
| author_sort | Du Plessis, Erik |
| author_variant | p e d pe ped |
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| callnumber-first | H - Social Science |
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| callnumber-subject | HF - Commerce |
| ctrlnum | (OCoLC)845277128 (DE-599)GBV562450041 |
| dewey-full | 659.1019 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1019 |
| dewey-search | 659.1019 |
| dewey-sort | 3659.1019 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| spelling | Du Plessis, Erik Verfasser aut Reclame en ons brein The advertised mind groundbreaking insights into how our brains respond to advertising Erik Du Plessis London [u.a.] Kogan Page 2008 XXIV, 232 S. Ill. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Werbung (DE-588)4065541-6 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Neuromarketing (DE-588)7601901-9 gnd rswk-swf Hirnforschung (DE-588)4123382-7 gnd rswk-swf Werbewirkung (DE-588)4189647-6 gnd rswk-swf Neurologie (DE-588)4041888-1 gnd rswk-swf Werbewirkung (DE-588)4189647-6 s Werbepsychologie (DE-588)4140889-5 s Neuromarketing (DE-588)7601901-9 s DE-188 Werbung (DE-588)4065541-6 s Neurologie (DE-588)4041888-1 s Hirnforschung (DE-588)4123382-7 s 1\p DE-604 http://www.gbv.de/dms/zbw/562450041.pdf Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022202532&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Du Plessis, Erik The advertised mind groundbreaking insights into how our brains respond to advertising Werbung (DE-588)4065541-6 gnd Werbepsychologie (DE-588)4140889-5 gnd Neuromarketing (DE-588)7601901-9 gnd Hirnforschung (DE-588)4123382-7 gnd Werbewirkung (DE-588)4189647-6 gnd Neurologie (DE-588)4041888-1 gnd |
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| title | The advertised mind groundbreaking insights into how our brains respond to advertising |
| title_alt | Reclame en ons brein |
| title_auth | The advertised mind groundbreaking insights into how our brains respond to advertising |
| title_exact_search | The advertised mind groundbreaking insights into how our brains respond to advertising |
| title_full | The advertised mind groundbreaking insights into how our brains respond to advertising Erik Du Plessis |
| title_fullStr | The advertised mind groundbreaking insights into how our brains respond to advertising Erik Du Plessis |
| title_full_unstemmed | The advertised mind groundbreaking insights into how our brains respond to advertising Erik Du Plessis |
| title_short | The advertised mind |
| title_sort | the advertised mind groundbreaking insights into how our brains respond to advertising |
| title_sub | groundbreaking insights into how our brains respond to advertising |
| topic | Werbung (DE-588)4065541-6 gnd Werbepsychologie (DE-588)4140889-5 gnd Neuromarketing (DE-588)7601901-9 gnd Hirnforschung (DE-588)4123382-7 gnd Werbewirkung (DE-588)4189647-6 gnd Neurologie (DE-588)4041888-1 gnd |
| topic_facet | Werbung Werbepsychologie Neuromarketing Hirnforschung Werbewirkung Neurologie |
| url | http://www.gbv.de/dms/zbw/562450041.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022202532&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT duplessiserik reclameenonsbrein AT duplessiserik theadvertisedmindgroundbreakinginsightsintohowourbrainsrespondtoadvertising |
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