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The Advertising Effect: How to Change Behaviour

Adam Ferrier

12 June 2014

ISBN: 9780195593921

240 pages

In Stock

Price: £21.99



The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.

  • The aim of this book is to expose the techniques that advertisers use to get consumers to buy.
  • Examples and case studies included are used to illustrate successful strategies and include famous campaigns such as Coke Zero, Steal Banksy and Share a Coke.
  • Includes anecdotes and stories from some notable people in advertising, philosophy and behavior change including Alain De Botton, Faris Yakob and Bob Garfield.

About the Author(s)

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.

Table of Contents

    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