The advertising effect

The advertising effect: how to change behaviour

by Ferrier, Adam

Type Book
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Respected advertising insider, Adam Ferrier, reveals techniques used by some of the best-known brands across the globe. These are grounded in psychological theory with award winning real world examples and explore most effective way to change behaviour is through action rather than conventional advertising practices (emotional or rational persuasion).

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Title Statements

  • Full title :The advertising effect : how to change behaviour / Adam Ferrier ; Jennifer Fleming (contributor).

Summary

Respected advertising insider, Adam Ferrier, reveals techniques used by some of the best-known brands across the globe. These are grounded in psychological theory with award winning real world examples and explore most effective way to change behaviour is through action rather than conventional advertising practices (emotional or rational persuasion).

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Edition Statements

  • Publication Date:2014.

Publication Statements

  • Publisher(s):Oxford University Press
  • Place of Publication:South Melbourne, Vic
  • Language:eng
  • Publication Date:2014.

The Physical Object

  • Description:xviii, 213 pages : : illustrations ; : 23 cm

Edition Identifiers

  • ISBN:9780195593921, 0195593928
  • oclc:ocn865573274
  • LC Classification:HF5822
  • Dewey Decimal:659.1019

Table of Contents

pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good.

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Subjects

Advertising -- Psychological aspects branding Branding (Marketing) Business and Management Consommateurs -- Comportement Consumer behavior Influence (Psychologie) Influence (Psychology) Konsumentenverhalten Markenführung Publicité -- Aspect psychologique Stratégie de marque Werbung

Writers

Ferrier, Adam Fleming, Jennifer, (Jennifer A.)

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