Research Catalog

About face : the secrets of emotionally effective advertising

Title: About face : the secrets of emotionally effective advertising / Dan Hill.
Author: Hill, Dan, 1959-
Publication: London ; Philadelphia : Kogan Page, 2010.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan Not available - Please for assistance.	Text	Use in library	HF5822 .H515 2010	Off-site

Details

Description

xii, 196 pages : illustrations, maps; 25 cm

Summary

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. 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 analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including: -Keep it simple -Make it relevant -Be memorable -Focus on faces -Always sell hope -Don't lead with price Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.

Subject

Bibliography (note)

Includes bibliographical references (p. [175]-183) and index.

Contents

Get physical -- Keep it simple -- Keep it close to home -- Focus on faces -- Make it memorable -- Relevancy drives connection -- Always sell hope -- Don't lead with price -- Mirror the target market's values -- Believability sticks.

ISBN

9780749457570
0749457570
9780749459239
0749459239

LCCN

2010013860

OCLC

ocn606053916
606053916
SCSB-1638370

Owning Institutions

Princeton University Library