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The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising 2005

1. Cover

2. Table of Contents

3. Figures

4. Tables

5. Foreword

6. Preface

7. Introduction

1 How advertisements work

2 Approaches to the human mind

3 Psychologists’ models of learning and memory

4 The structure of the brain

5 Neurons: the building blocks of the brain

6 Learning and emotion

7 Arousal and consciousness

8 Emotion and reason

9 Incidental learning – and forgetting

10 From brains to advertisements

11 Why should advertising be researched?

12 It is getting more difficult to be memorable

13 Advertising, learning and memory

14 The attention continuum

15 What ad-liking means

16 Recognition, recall and persuasion

17 Advertisement memories and brand linkage

18 Exposing the consumer to the advertising: media strategy

19 Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising

20 The mental world of brands and the objective of advertising

21 ‘I told you so’

22 The emotional and the rational

30. Appendix: Choosing a copy testing methodology

31. Bibliography

32. Index