Ferrier, Adam,
The advertising effect : how to change behaviour / Adam Ferrier with Jennifer Fleming. - xviii, 213 pages : illustrations ; 23 cm..
سيد التونسى / كلية الاعلام
Includes bibliographical references.
pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good.
9780195593921 (paperback) 0195593928 (paperback)
253 Normanby Road South Melbourne VIC 3205
2014469227
016707500 Uk
Advertising--Psychological aspects.
Consumer behavior.
Branding (Marketing)
Influence (Psychology)
HF5822 / .F47 2014
659.1019 / F A
The advertising effect : how to change behaviour / Adam Ferrier with Jennifer Fleming. - xviii, 213 pages : illustrations ; 23 cm..
سيد التونسى / كلية الاعلام
Includes bibliographical references.
pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good.
9780195593921 (paperback) 0195593928 (paperback)
253 Normanby Road South Melbourne VIC 3205
2014469227
016707500 Uk
Advertising--Psychological aspects.
Consumer behavior.
Branding (Marketing)
Influence (Psychology)
HF5822 / .F47 2014
659.1019 / F A