The Advertised Mind

by Erik du Plessis (Millward Brown Johannesburg)

Publisher: Kogan Page, 2005

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The Advertised Mind provides a clear and unprecedented insight into the role of emotions in creating effective advertising. Whilst earlier books have considered advertising as a process, they have given little attention to the processor of advertising: the human brain. That is what makes The Advertised Mind so unique.

As our understanding of how advertising works has progressed, new insights into the relationship between advertising spending and sales effects are beginning to change the way that advertisers think about the value of their investment. New insights into factors that influence the success of advertising have allowed advertisers to place greater confidence in pre-testing. For the most part these new insights are entirely compatible with the new learning on how the brain works.

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About the Author

Erik du Plessis is CEO of Millward Brown South Africa and formerly ran his own company, Impact, in South Africa.

Du Plessis' inspiration for the book came from his early days as a media planner, striving to find ways of actively demonstrating what advertising works, what doesn't and why.