Advertised Mind contains a treasury of ideas for bringing new life to your brands, illustrated by compelling case studies.
Erik du Plessis is President of the Johannesburg-based research agency, Impact Information, famous for its Adtrack system of monitoring the memorability of television advertising, which has been adopted by the UK, Swedish, Korean and East African markets. Impact is now part of the Millward Brown Group, one of the world's top 10 market research companies (owned by WPP) with 65 offices in 39 countries.
"The book is genuinely interesting and painstakingly researched...Students and academics, researchers and practitioners alike will find The Advertised Mind a fascinating read. It takes us another step forward in our understanding of how advertising works." Management Today "Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it." Fast Company "A must-read." Media Week "Du Plessis draws on the very latest research into the workings of the human brain... 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." Network "Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple. A real eye-opener, challenging many of the assumptions about how consumers respond to advertising messages." The Marketer "Of all the books I have reviewed for this column over the past two years, The Advertised Mind is certainly one of the most interesting ... I have developed great respect for Erik du Plessis; he has carried out some intelligent research, drawn some valuable conclusions, and explained complex subject-matter without resorting to spin, posturing or unnecessary jargon. Highly recommended." City Business