附註:Includes bibliographical references (pages 221-226) and index.
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 --
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. Pro
摘要:"In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. He uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this emerging paradigm about the role of emotion could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend."--Jacket
