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About Face
by Dan Hill (Author),
Kogan Page India Private Limited (Publisher)
Product Specifications
Book Description
Once advertising was all about being "on-message" and getting talking points
right. But breakthroughs in brain science have confirmed what we all know but
don't often admit to in business: people are primarily emotional
decision-makers.
"About Face" shows how 21st-century advertising can realize success by being
"on-emotion" first and foremost. Using data from eye-tracking and facial coding
to analyze consumer responses, it demonstrates exactly which advertising
strategies are successful and why. Moving beyond the old "P's" of product,
place, and promotion, Dan Hill outlines ten rules for emotionally effective
advertising, including:
- Keep it simple
- Make it relevant
- Be memorable
- Focus on faces
- Always sell hope
- Don't
Book Specifications
ISBN-13 9780749457570
Language English
Binding Hard Bound
Publisher Kogan Page India Private Limited
Publishing Date 2010-10-01
Total Pages 208