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The Advertising Effect: How to Change Behaviour, by Adam Ferrier
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Want to know how to influence other people's behaviour?
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.
- Sales Rank: #301259 in Books
- Published on: 2014-07-01
- Original language: English
- Number of items: 1
- Dimensions: 6.00" h x .60" w x 8.90" l, .80 pounds
- Binding: Paperback
- 240 pages
About the Author
Adam Ferrier, Chief Strategy Officer, CumminsRoss
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.
Most helpful customer reviews
6 of 7 people found the following review helpful.
Excellent book for anyone who has ever had to convince someone to do something differently (i.e. everyone on this planet)
By Pete
This book provides a great introduction into the modern world of advertising. Adam methodically runs through the various aspects of how ad campaigns are generated, and backs up approach with relevant references to psychological and economic studies. The book turned a lot of my preconceptions about this process on their head (admittedly most of my understanding of advertising comes from watching Mad Men). It was not an industry where I expected an evidence based approach to doing things.
The most interesting part of the book for me was about the "Benjamin Franklin Effect". Google this now - it's pretty awesome. Adam shows how the industry is using this to great effect to change peoples opinions about their brands, and then spur a change int heir behaviour.
Although I work in an IT consulting firm, a lot of my day to day activities revolve around the generation of business, and trying to get new customers to engage with us, or existing customers to engage with us more. This book has given me a good framework to get going, and enough references that I can start reading more about how to do this.
1 of 1 people found the following review helpful.
A well-researched and thought-provoking book that challenges how we think about advertising
By Eleanor Kolossovski
The AIDA model proposed by E. St. Elmo Lewis (1989) has become the cornerstone of modern mass marketing. Until today, it continuously influences how adverting copy is written, how product is marketed, and how campaign is measured. This book challenges the scientific premise of the AIDA model and offers a fresh perspective on how advertising works that will turn your thinking upside down.
The co-author of the book, Adam Ferrier, is an Australian consumer psychologist and marketing communication strategist. After a successful career in the advertising industry including co-founding the Naked Communications, he uncovered a secret recipe to effective campaign: "Action changes attitudes faster than attitudes changes action." His insight is grounded in psychological principles and the latest understanding in behavioural economics.
This book is a fascinating read. I particularly enjoy the use of real world campaigns to illustrate how advertising can be a force for good. My favourite ones include Dumb Ways to Die and Ask Richard.
1 of 1 people found the following review helpful.
Solid Gold
By DW
I have a mobile tech startup serving marketing/advertising teams from agencies, brands, and retailers alike. No one on our team has a background in advertising or working at an agency so the conversations we have with clients can sometimes be challenging. This book has been an amazing discovery because it helps us get in the mind of the marketer/advertiser/agency so that we can much more effectively position how our solutions can help them - using terminology and arguments they understand. And, with all of the external references to the underlying research, it's a gold mine of material.
I started out with the Audible version and after getting through that about half way, I knew I had to to get a copy of the book as well. I only have one complaint - increase the font size and line spacing to make it easier to read. It might add another 50-100 pages to do so, but the content is well worth it. So many books take the opposite tact - giant font and lots of whitespace to make up for limited content. This book is the opposite!
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