The Advertising Effect: How to Change Behaviour (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
240
Utgivningsdatum
2014-06-12
Förlag
OUP Australia & New Zealand
Illustrationer
illustrations
Dimensioner
228 x 158 x 19 mm
Vikt
340 g
Antal komponenter
1
ISBN
9780195593921
The Advertising Effect: How to Change Behaviour (häftad)

The Advertising Effect: How to Change Behaviour

Häftad Engelska, 2014-06-12
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The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.
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Övrig information

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.

Innehållsförteckning

Part 1: Which Behaviour to Change?1. The Dark Arts: An advertising and influence overview2. Definition: Defining the behaviour you want to change3. Thoughts, Feelings, Actions: Using action to change behaviour4. Action Spurs: Sometimes we need a little kickPart 2: Motivation Action Spurs5. Reframing: It's not what you say, it's how you say it.6. Evocation: Can you feel it? 7. Collectivism: Everyone else is doing it8. Ownership: What do you think? 9. Play: The world is a game10. Utility: No more empty promises 11. Modeling: Monkey see. Monkey do.Part 3: Ease Action Spurs12. Skill Up: How to stop "I don't know how" 13. Eliminate Complexity: Knock down hurdles14. Commitment: How a small request leads to a bigger agreement Part 4: How to be Good15. Use your powers for good