"The book is genuinely interesting and painstakingly researched...Students and academics, researchers and practitioners alike will find The Advertised Mind a fascinating read. It takes us another step forward in our understanding of how advertising works." Management Today "Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it." Fast Company "A must-read." Media Week "Du Plessis draws on the very latest research into the workings of the human brain... 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." Network "Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple. A real eye-opener, challenging many of the assumptions about how consumers respond to advertising messages." The Marketer "Of all the books I have reviewed for this column over the past two years, The Advertised Mind is certainly one of the most interesting ... I have developed great respect for Erik du Plessis; he has carried out some intelligent research, drawn some valuable conclusions, and explained complex subject-matter without resorting to spin, posturing or unnecessary jargon. Highly recommended." City Business
Advertising research organizations have been trying for years to measure the effectiveness of advertising. Recent research by Erik du Plessis and his colleagues at Adtrack South Africa, and subsequently at Millward Brown, has helped to show that the strongest factor predicting success is not the scheduling rate, but how much an advertisement is liked. Erik du Plessis draws on information about the working of the human brain from psychologists, neurologists and artificial intelligence specialists to suggest why 'ad-liking' is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy. He explores what 'ad-liking' really means, and suggests how use of this paradigm could lead to a new phase in the ongoing effort to obtain maximum return from advertising spend. Millward Brown were also behind the research for the BRANDchild initiative.