The advertised mind : ground breaking insights into how our brains respond to advertising 10. From brains to advertisements 11. Why should advertising be researched What I learnt from a Zulu miner with little formal education about communication theories A more empirical (rational) argument in favour of copy testing 12. It is getting more difficult to be memorable Introduction Empirical evidence The Adtrack database How advertising clutter affects TVs power Declining advertising memorability is not necessarily declining advertising effectiveness 13. Advertising learning and memory The Adtrack database Television advertisement length Television frequency effect Print Time and attention Multi media effects Conscious and unconscious learning The workings of memory Direct response advertising You interpret advertising using your own memories Internet advertising 14. The attention continuum Can an advertisement work if it gets no attention Heaths error What the rest of the book is about 15. What ad liking means Research by Esther Thorsen and John Philip Jones SPOT and Adtrack The COMMAP model Understanding the dimensions in the COMMAP model The interaction between the COMMAP dimensions Rachel Kennedy replicates COMMAP in Australia Earlier evidence about the importance of ad liking Applying the COMMAP model COMMAP versus Link Ad liking and print advertising 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 Introduction Memories and forgetfulness Some empirical evidence Neurology Anecdotal evidence The Millward Brown creative magnifier 18. Exposing the consumer to the advertising : media strategy Introduction What Professor Bahrick taught me Impact and decay rates Retention rates improve over time The impact retention chart Conclusion 19. Professor Ehrenberg and double jeopardy ; or the effect of the brand on the advertising The double jeopardy theory Habitual purchasing Brand equity Brand liking Brand usage affects advertising noting 20. The mental world of brands and the objective of advertising The brand memory advertising memory paradigm Advertising memories What tumbles out first Advertising and brand equity 21. I told you so 22. The emotional and the rational Learnings from the emotional filter model Conclusion Appendix. Choosing a copy testing methodology In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by psychologists neurologists and artificial intelligence specialists. He uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtracks world famous database of responses to over 30 000 TV commercials (the largest in the world). He explores what ad liking really means and suggests how this emerging paradigm about the role of emotion could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend. Jacket