45,55 €
Versandkostenfrei per Post / DHL
Lieferzeit 1-2 Wochen
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.
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.
- 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
| Erscheinungsjahr: | 2014 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780195593921 |
| ISBN-10: | 0195593928 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Ferrier, Adam |
| Hersteller: | Oxford University Press Australia |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 228 x 151 x 15 mm |
| Von/Mit: | Adam Ferrier |
| Erscheinungsdatum: | 29.05.2014 |
| Gewicht: | 0,372 kg |
Ähnliche Produkte
Lieferzeit 4-7 Werktage
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Wochen
Lieferzeit 4-7 Werktage
