| Description |
xxiv, 232 pages : illustrations ; 25 cm |
| Note |
"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). |
| Bibliography |
Includes bibliographical references (pages [221]-226) and index. |
| Contents |
1. How advertisements work -- How advertising works -- Advertising and non-FMCG purchases -- The role of advertising -- Planning an advertising campaign that will work -- Media planning -- Frequency -- And then came Jones -- SPOT's research -- Colin McDonald -- Erwin Ephron and 'continuity planning' -- Why is there any debate? -- 2. Approaches to the human mind -- Neurology -- Psychology -- Artificial intelligence scientists -- 'Mechanisms of mind' scientists -- 3. Psychologists' models of learning and memory -- Introduction -- Ebbinghaus (1896) -- Short- and long-term memories -- The supervisory attentioning system -- Interpretation -- 4. The structure of the brain -- The central nervous system -- The creature that eats its brain -- 5. Neurons : the building blocks of the brain -- Neurons -- Synapses -- Neurons in action -- Hinton diagrams of neurons -- Making the neuronal system do things -- Example of a system with different synaptic sensitivities -- Rummelhart and bigger neuronal systems -- Gestalts -- Summary : important features of neuronal systems -- Distributed memory -- Neural networks -- 6. Learning and emotion -- 'Making' a brain -- Darwin III -- Pleasure and pain -- The amygdala is the key to the fear response -- When memories are laid down they are emotionally 'tagged' -- This is not just true for big emotions -- From fear to pleasure -- Learning and feeling -- Alcohol and the pleasure centres -- Darwin III is driven by expected emotions -- Seeing activity in the brain -- Functional areas in the brain -- A picture of sight -- A picture of listening -- A picture of a naïve activity -- A picture of a practised task -- Conclusion -- 7. Arousal and consciousness -- Determinants of a consciousness : the power of an epicentre -- Another determinant of consciousness : the available neural network -- Why the brain needs to control its levels of arousal -- Chemicals that control arousal -- Arousal and consciousness and attention -- 8. Emotion and reason -- Defining 'emotions' -- Definition -- René Descartes (1596-1650) -- Brain hemispheric theories -- Damasio, the emotional is rational -- 'How do I know what I think before I know what I feel?' -- Damasio's somatic marker hypothesis -- Sigmund Freud (1859-1939) -- 9. Incidental learning--and forgetting -- Memorizing useless information -- What Professor Bahrick taught me -- The learning curve when there are some related memories -- Learning and the rate of forgetting -- The optimal rate of rehearsal for learning -- |
|
10. From brains to advertisements -- 11. Why should advertising be researched? -- What I learnt from a Zulu miner with little formal education about communication theories -- A more empirical (rational) argument in favour of copy testing -- 12. It is getting more difficult to be memorable -- Introduction -- Empirical evidence -- The Adtrack database -- How advertising clutter affects TV's power -- Declining advertising memorability is not necessarily declining advertising effectiveness -- 13. Advertising, learning and memory -- The Adtrack database -- Television advertisement length -- Television frequency effect -- Print -- Time and attention -- Multi-media effects -- Conscious and unconscious learning -- The workings of memory -- Direct response advertising -- You interpret advertising using your own memories -- Internet advertising -- 14. The attention continuum -- Can an advertisement work if it gets no attention? -- Heath's error -- What the rest of the book is about -- 15. What ad-liking means -- Research by Esther Thorsen and John Philip Jones -- SPOT and Adtrack -- The COMMAP model -- Understanding the dimensions in the COMMAP model -- The interaction between the COMMAP dimensions -- Rachel Kennedy replicates COMMAP in Australia -- Earlier evidence about the importance of ad-liking -- Applying the COMMAP model -- COMMAP versus Link -- Ad-liking and print advertising -- 16. Recognition, recall and persuasion -- Measuring how advertisements are remembered -- Left- and right-brain memories -- Recognition and recall versus persuasion -- 17. Advertisement memories and brand linkage -- Introduction -- Memories and forgetfulness -- Some empirical evidence -- Neurology -- Anecdotal evidence -- The Millward Brown 'creative magnifier' -- 18. Exposing the consumer to the advertising : media strategy -- Introduction -- What Professor Bahrick taught me -- Impact and decay rates -- Retention rates improve over time -- The impact-retention chart -- Conclusion -- 19. Professor Ehrenberg and double jeopardy ; or, the effect of the brand on the advertising -- The double jeopardy theory -- Habitual purchasing -- Brand equity -- Brand liking -- Brand usage affects advertising noting -- 20. The mental world of brands and the objective of advertising -- The 'brand memory-advertising memory' paradigm -- Advertising memories -- What tumbles out first? -- Advertising and brand equity -- 21. 'I told you so' -- 22. The emotional and the rational -- Learnings from the emotional filter model -- Conclusion -- Appendix. Choosing a copy testing methodology. |
| Subject |
Advertising -- Psychological aspects.
|
|
Advertising -- Research.
|
|
Human information processing -- Research.
|
| Added Author |
Millward Brown (Firm)
|
| Added Title |
Reclame en ons brein. English
|
| ISBN |
0749443669 alkaline paper |
|
