The Advertised Mind

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

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.

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi