About Face: The Secrets of Emotionally Effective Advertising

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Kogan Page Publishers, Sep 3, 2010 - Business & Economics - 208 pages

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. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message.

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 analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability.

Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.

 

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Contents

Introduction
1
01 Get physical
9
02 Keep it simple
27
03 Keep it close to home
45
04 Focus on faces
55
05 Make it memorable
71
06 Relevancy drives connection
87
07 Always sell hope
103
08 Dont lead with price
121
09 Mirror the target markets values
137
10 Believability sticks
153
Afterword
171
Notes
175
Picture credits
185
Index
189
Copyright

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About the author (2010)

Dan Hill is a recognized authority on the role of emotions in consumer and employee behaviour, and an expert in facial coding as an aid in measuring people's decision-making process for consumer insight testing. He is the founder and president of Sensory Logic - a scientific, research-based consultancy that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers. Dan is a frequent speaker at business conventions across the globe and the author of the best-selling Emotionomics, published by Kogan Page.

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