| Description |
xxiv, 232 p. : ill. ; 25 cm. |
| Note |
"Millward Brown"--T.p. |
|
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 (p. [221]-226) and index. |
| Contents |
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. |
| Subject |
Advertising -- Psychological aspects.
|
|
Advertising -- Research.
|
|
Human information processing -- Research.
|
| Added Author |
Millward Brown (Firm)
|
| ISBN |
0749443669 (alk. paper) |
|
