How our brain responds to advertising

Recent developments in psychology and neurology will come to have an enormous impact on advertising budgeting, planning and research. At the seminar Erik du Plessis provides a fascinating and fresh insight into how the brain works and responds to advertising.

Departing in his very recent book,

The Advertised Mind (Kogan Page, London 2005), he demonstrates:

• how minimal exposure may lead to remarkable advertising effects

• how recent findings on emotions throw new light on how consumers make purchases by routine and on impulse

• how emotions influence cognitions in more elaborate purchasing processes

Erik du Plessis illustrates his points with data from years of experience with advertising testing with Millward Brown.

Concluding the seminar professor Flemming Hansen, Center for Marketing Communication, will present the most recent findings on emotional responses aroused by 100 different brands in the Danish market.