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About Face: The Secrets of Emotionally Effective Advertising: Book by Dan Hill

About Face: The Secrets of Emotionally Effective Advertising

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ISBN: 9780749457570    Publisher: Kogan Page Ltd Year of publishing: 2010     Format:  Hardback No of Pages: 208        Language: English
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...Read more
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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About the author: Dan Hill
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... Read more
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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Review:
Drawing from a good mix of academic studies, practitioner books, and personal consulting experience, Hill argues in this engaging, well-written book that effective ads focus on consumers' emotional...Read more
Drawing from a good mix of academic studies, practitioner books, and personal consulting experience, Hill argues in this engaging, well-written book that effective ads focus on consumers' emotional needs rather than reasoning powers. He provides good practical advice for targeting consumers' emotions and many memorable ads that accomplish this goal." Choice 20110301
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