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The Advertising Effect : How to Change Behaviour - Adam Ferrier

The Advertising Effect

How to Change Behaviour

Paperback

Published: 28th May 2014
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Want to know how to influence other people's behaviour?In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider's guide, to the ultimate behaviour change industry - advertising. Expose the techniques that advertisers use to get consumers to buy.  Examples and case studies illustrate successful strategies and includes award winning campaigns such as Rename Speed, Steal Banksy and Share a Coke. Includes insights from some notable people in advertising, philosophy and behavior change including Alain De Botton, Andrew Denton, David Nobay, Faris Yakob and Bob Garfield. Read Adam Ferrier's Q&A with Marketing magazine.

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

ISBN: 9780195593921
ISBN-10: 0195593928
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 240
Published: 28th May 2014
Publisher: Oxford University Press Australia
Dimensions (cm): 22.9 x 15.3  x 1.9
Weight (kg): 0.37