The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond to Advertising

Contents......Page 5
Figures......Page 9
Tables......Page 12
Foreword......Page 13
Preface......Page 20
Introduction......Page 27
HOW ADVERTISING WORKS......Page 32
THE ROLE OF ADVERTISING......Page 34
MEDIA PLANNING......Page 35
FREQUENCY......Page 36
AND THEN CAME JONES......Page 40
SPOT’S RESEARCH......Page 42
ERWIN EPHRON AND ‘CONTINUITY
PLANNING’......Page 44
WHY IS THERE ANY DEBATE?......Page 45
NEUROLOGY......Page 47
PSYCHOLOGY......Page 48
ARTIFICIAL INTELLIGENCE SCIENTISTS......Page 49
‘MECHANISMS OF MIND’ SCIENTISTS......Page 50
INTRODUCTION......Page 51
EBBINGHAUS (1896)......Page 52
SHORT- AND LONG-TERM MEMORIES......Page 53
THE SUPERVISORY ATTENTIONING SYSTEM......Page 54
INTERPRETATION......Page 56
THE CENTRAL NERVOUS SYSTEM......Page 59
THE CREATURE THAT EATS ITS BRAIN......Page 62
NEURONS......Page 63
SYNAPSES......Page 65
HINTON DIAGRAMS OF NEURONS......Page 66
MAKING THE NEURONAL SYSTEM DO THINGS......Page 68
EXAMPLE OF A SYSTEM WITH DIFFERENT
SYNAPTIC SENSITIVITIES......Page 71
RUMMELHART AND BIGGER NEURONAL
SYSTEMS......Page 72
GESTALTS......Page 74
DISTRIBUTED MEMORY......Page 79
NEURAL NETWORKS......Page 81
6
Learning and emotion......Page 83
‘MAKING’ A BRAIN......Page 85
DARWIN III......Page 86
PLEASURE AND PAIN......Page 87
THE AMYGDALA IS THE KEY TO THE FEAR
RESPONSE......Page 88
THIS IS NOT JUST TRUE FOR BIG EMOTIONS......Page 90
LEARNING AND FEELING......Page 91
ALCOHOL AND THE PLEASURE CENTRES......Page 92
SEEING ACTIVITY IN THE BRAIN......Page 93
FUNCTIONAL AREAS IN THE BRAIN......Page 95
A PICTURE OF SIGHT......Page 96
A PICTURE OF LISTENING......Page 97
A PICTURE OF A PRACTISED TASK......Page 98
CONCLUSION......Page 99
7
Arousal and consciousness......Page 100
ANOTHER DETERMINANT OF CONSCIOUSNESS:
THE AVAILABLE NEURAL NETWORK......Page 101
WHY THE BRAIN NEEDS TO CONTROL ITS
LEVELS OF AROUSAL......Page 102
CHEMICALS THAT CONTROL AROUSAL......Page 103
AROUSAL AND CONSCIOUSNESS AND
ATTENTION......Page 104
8
Emotion and reason......Page 105
DEFINING ‘EMOTIONS’......Page 107
DEFINITION......Page 109
RENÉ DESCARTES (1596–1650)......Page 112
BRAIN HEMISPHERIC THEORIES......Page 113
DAMASIO – THE EMOTIONAL IS RATIONAL......Page 114
‘HOW DO I KNOW WHAT I THINK BEFORE I
KNOW WHAT I FEEL?’......Page 115
DAMASIO’S SOMATIC MARKER HYPOTHESIS......Page 116
SIGMUND FREUD (1859–1939)......Page 118
9
Incidental learning – and
forgetting......Page 121
MEMORIZING USELESS INFORMATION......Page 122
WHAT PROFESSOR BAHRICK TAUGHT ME......Page 124
THE LEARNING CURVE WHEN THERE ARE
SOME RELATED MEMORIES......Page 128
LEARNING AND THE RATE OF FORGETTING......Page 129
THE OPTIMAL RATE OF REHEARSAL
FOR LEARNING......Page 130
10
From brains to
advertisements......Page 131
WHAT I LEARNT FROM A ZULU MINER WITH
LITTLE FORMAL EDUCATION ABOUT
COMMUNICATION THEORIES......Page 134
A MORE EMPIRICAL (RATIONAL) ARGUMENT
IN FAVOUR OF COPY TESTING......Page 136
EMPIRICAL EVIDENCE......Page 139
THE ADTRACK DATABASE......Page 140
HOW ADVERTISING CLUTTER
AFFECTS TV’S POWER......Page 143
DECLINING ADVERTISING MEMORABILITY
IS NOT NECESSARILY DECLINING
ADVERTISING EFFECTIVENESS......Page 148
13
Advertising, learning and
memory......Page 149
TELEVISION ADVERTISEMENT LENGTH......Page 150
TELEVISION FREQUENCY EFFECT......Page 151
PRINT......Page 153
TIME AND ATTENTION......Page 155
MULTI-MEDIA EFFECTS......Page 156
CONSCIOUS AND UNCONSCIOUS LEARNING......Page 157
THE WORKINGS OF MEMORY......Page 158
YOU INTERPRET ADVERTISING USING YOUR
OWN MEMORIES......Page 159
INTERNET ADVERTISING......Page 160
14
The attention continuum......Page 162
CAN AN ADVERTISEMENT WORK
IF IT GETS NO ATTENTION?......Page 164
WHAT THE REST OF THE BOOK IS ABOUT......Page 167
15
What ad-liking means......Page 170
RESEARCH BY ESTHER THORSEN AND
JOHN PHILIP JONES......Page 171
SPOT AND ADTRACK......Page 172
THE COMMAP MODEL......Page 175
UNDERSTANDING THE DIMENSIONS IN THE
COMMAP MODEL......Page 177
THE INTERACTION BETWEEN THE
COMMAP DIMENSIONS......Page 180
EARLIER EVIDENCE ABOUT THE IMPORTANCE
OF AD-LIKING......Page 182
APPLYING THE COMMAP MODEL......Page 183
COMMAP VERSUS LINK......Page 187
AD-LIKING AND PRINT ADVERTISING......Page 188
MEASURING HOW ADVERTISEMENTS
ARE REMEMBERED......Page 190
LEFT- AND RIGHT-BRAIN MEMORIES......Page 192
RECOGNITION AND RECALL VERSUS
PERSUASION......Page 194
INTRODUCTION......Page 196
MEMORIES AND FORGETFULNESS......Page 197
SOME EMPIRICAL EVIDENCE......Page 199
NEUROLOGY......Page 201
ANECDOTAL EVIDENCE......Page 202
THE MILLWARD BROWN ‘CREATIVE
MAGNIFIER’......Page 204
WHAT PROFESSOR BAHRICK TAUGHT ME......Page 206
IMPACT AND DECAY RATES......Page 210
RETENTION RATES IMPROVE OVER TIME......Page 212
THE IMPACT–RETENTION CHART......Page 213
CONCLUSION......Page 218
19
Professor Ehrenberg and
double jeopardy;
or the effect of the brand
on the advertising......Page 219
THE DOUBLE JEOPARDY THEORY......Page 220
HABITUAL PURCHASING......Page 221
BRAND EQUITY......Page 222
BRAND LIKING......Page 223
BRAND USAGE AFFECTS ADVERTISING NOTING......Page 224
20
The mental world of brands
and the objective of
advertising......Page 227
THE ‘BRAND MEMORY–ADVERTISING
MEMORY’ PARADIGM......Page 229
ADVERTISING MEMORIES......Page 230
WHAT TUMBLES OUT FIRST?......Page 231
ADVERTISING AND BRAND EQUITY......Page 232
21
‘I told you so’......Page 234
22
The emotional and the
rational......Page 237
LEARNINGS FROM THE EMOTIONAL
FILTER MODEL......Page 242
CONCLUSION......Page 244
Appendix: Choosing a copy
testing methodology......Page 246
Bibliography......Page 247
Index......Page 253