About Face: The Secrets of Emotionally Effective Advertising by Dan Hill - 2010

Kogan Page Limited, 2010. First edition. Hardcover. New. 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. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer’s experience, not the company’s marketing message. About Face shows how 21st-century advertising can realize success by being "on-emotion". Using data from eyetracking and facial coding to analyse consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old ‘Ps’ of product, place and promotion, Dan Hill outlines the ten rules for emotionally effective advertising, including: • keep it simple • make it relevant • be memorable • focus on faces • always sell hope • don’t lead with price Emotions rule decision making. About Face shows you that by focusing on the three new ‘Ps’ of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the customer. Contents : Introduction • Get physical • Keep it simple • Keep it close to home • Focus on faces • Make it memorable • Relevancy drives connection • Always sell hope • Don’t lead with price • Mirror the target market’s values • Always sell hope • Don’t lead with price • Mirror the target market’s values • Believability sticks • Summary • Alter word • Notes • Picture credits • Index Printed Pages: 208.