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

The Advertised Mind

By Erik du Plessis


Read two chapters:


Chapter 16: Recognition, Recall and Persuasion
Measuring how advertisements are remembered; Left- and right-brain memories; Recognition and recall versus persuasion.


Chapter 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.