Mind Men: How Neuromarketing Advances are Transforming Advertising
Wiley, 24 feb. 2014 - 256 pagini
The world's leading neuromarketing researcher on how to design advertising for the subconscious mind
Until now, the creation of advertising has had to rely on instinct and guesswork. Since a major ad campaign can require hundreds of millions of dollars to execute and distribute, this hit-or-miss approach represents a huge gamble on the part of marketers, and consequently, for its creators as well. Mind Men details the ways in which consumer neuroscience knowledge is translated into creative concepts and advertising practices to achieve commercial messages that are more appealing to the subconscious and therefore more effective.
You'll find advertising success when you appeal to the consumer's most basic, deep-seated wants and needs. Mind Men shows you how.