Read two chapters:
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
Memories and forgetfulness; Some empirical evidence; Neurology; Anecdotal
evidence; The Millward Brown 'creative magnifier'.
Chapters 16 and 17 from The Advertised Mind by
Eric du Plessis, ISBN: 0 7494 4366 9 published by Kogan Page, $45. Copyright
© Eric du Plessis and Millward Brown, 2005. Reproduced by permission
of Kogan Page.
Erik du Plessis
Copyright © 2005. All rights reserved.