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Print Price: $55.50

Format:
Paperback
240 pp.
153 mm x 229 mm

ISBN-13:
9780195593921

Publication date:
May 2014

Imprint: OUP Australia and New Zealand

The Advertising Effect

How to Change Behaviour

Adam Ferrier

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.

Readership : The Advertising Effect is a new text for advertising students, graduates and new professionals that explains why some of advertising's most successful techniques are influential, and how these can applied to change consumer behaviour.

Prologue
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

There are no Instructor/Student Resources available at this time.

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.

How Brands Grow - Byron Sharp
Viral Marketing - Karen Nelson-Field
Making Sense in the Social Sciences - Margot Northey, Lorne Tepperman and Patrizia Albanese

Special Features

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.