About Face: The Secrets of Emotionally Effective Advertising - Couverture rigide

Hill, Dan

 
9780749457570: About Face: The Secrets of Emotionally Effective Advertising
Couverture rigide
ISBN 10 : 0749457570 ISBN 13 : 9780749457570
Editeur : Kogan Page Ltd, 2010

Synopsis


Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.

About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:

- Keep it simple
- Make it relevant
- Be memorable
- Focus on faces
- Always sell hope
- Don't lead with price

Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.

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À propos de l?auteur

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process. He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers. He has appeared on CNN, the Today Show, MSNBC, and Fox Business. He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life. For more information on Sensory Logic view their newsletter.

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Éditeur
Kogan Page Ltd
Date d'édition
2010
Langue
anglais
ISBN 10 
0749457570
ISBN 13 
9780749457570
Reliure
Relié
Nombre de pages
208
Coordonnées du fabricant
non disponible
Personne responsable
non disponible