The Advertising Effect: How to Change Behaviour

Paperback | May 22, 2014

byAdam 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 changebehaviour 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.

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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...

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.

other books by Adam Ferrier

Format:PaperbackDimensions:240 pages, 9.02 × 6.02 × 0.07 inPublished:May 22, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195593928

ISBN - 13:9780195593921

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Table of Contents

ProloguePart 1: Which behaviour to change?1. The Dark Arts: An advertising and influence overview2. Definition: Defining the behaviour you want to change3. Thoughts, Feelings, Actions: Using action to change behaviour4. Action Spurs: Sometimes we need a little kickPart 2: Changing the behaviourMotivational Action Spurs5. Reframing: It's not what you say, it's how you say it6. Evocation: Can you feel it?7. Collectivism: Everyone else is doing it8. Ownership: What do you think?9. Play: The World is a game10. Utility: No more empty promises11. Modeling: Monkey See. Monkey DoEase Action Spurs12. Skill Up: How to stop "I don't know how"?13. Eliminate Complexity: knock down hurdles14. Commitment: how a small request leads to a bigger agreementPart 3: Be Good15. Use your powers for good