By Dan Hill
Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision makers.
Chapter 10: "Believability sticks" defines the types of advertising and what type is most emotionally persuasive and the implications of these various results.
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Chapter 10 from About Face: The Secrets of Emotionally Effective Advertising, by Dan Hill, published October 2010 by Kogan Page. Copyright 2010 by Dan Hill. Reproduced by permission of Kogan Page.
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