Adam Ferrier (, Chief Strategy Officer, CumminsRoss)
The Advertising Effect: How to Change Behaviour
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Adam Ferrier (, Chief Strategy Officer, CumminsRoss)
The Advertising Effect: How to Change Behaviour
- Broschiertes Buch
The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.
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The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.
Produktdetails
- Produktdetails
- Verlag: Oxford University Press Australia
- Seitenzahl: 240
- Erscheinungstermin: 28. Mai 2014
- Englisch
- Abmessung: 228mm x 151mm x 15mm
- Gewicht: 382g
- ISBN-13: 9780195593921
- ISBN-10: 0195593928
- Artikelnr.: 42381259
- Verlag: Oxford University Press Australia
- Seitenzahl: 240
- Erscheinungstermin: 28. Mai 2014
- Englisch
- Abmessung: 228mm x 151mm x 15mm
- Gewicht: 382g
- ISBN-13: 9780195593921
- ISBN-10: 0195593928
- Artikelnr.: 42381259
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.
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
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
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