The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.
Inhaltsangabe
Prologue Part 1: Which behaviour to change? 1. The Dark Arts: An advertising and influence overview 2. Definition: Defining the behaviour you want to change 3. Thoughts, Feelings, Actions: Using action to change behaviour 4. Action Spurs: Sometimes we need a little kick Part 2: Changing the behaviour Motivational Action Spurs 5. 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 it 8. Ownership: What do you think? ? 9. Play: The World is a game 10. Utility: No more empty promises? 11. Modeling: Monkey See. Monkey Do. Ease Action Spurs 12. Skill Up: How to stop "I don't know how" 13. Eliminate Complexity: knock down hurdles 14. Commitment: how a small request leads to a bigger agreement Part 3: Be Good 15. Use your powers for good
Prologue Part 1: Which behaviour to change? 1. The Dark Arts: An advertising and influence overview 2. Definition: Defining the behaviour you want to change 3. Thoughts, Feelings, Actions: Using action to change behaviour 4. Action Spurs: Sometimes we need a little kick Part 2: Changing the behaviour Motivational Action Spurs 5. 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 it 8. Ownership: What do you think? ? 9. Play: The World is a game 10. Utility: No more empty promises? 11. Modeling: Monkey See. Monkey Do. Ease Action Spurs 12. Skill Up: How to stop "I don't know how" 13. Eliminate Complexity: knock down hurdles 14. Commitment: how a small request leads to a bigger agreement Part 3: Be Good 15. Use your powers for good
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