The advertised mind ground-breaking insights into how our brains respond to advertising
| Autor principal: | |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London ; Sterling, VA :
Millward Brown/Kogan Page
2005
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991000153029708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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
