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About Face: The Secrets of Emotionally Effective Advertising by Dan Hill - First edition - 2010 - from Sanctum Books and

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About Face: The Secrets of Emotionally Effective Advertising

by Dan Hill

Condition: See description

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.

Masanobu Fukuoka (1913–2008) was born and raised on the Japanese island of Shikoku. He was the oldest son of a rice farmer who was also the local mayor. Fukuoka studied plant pathology and worked for number of years as a produce inspector in the customs office in Yokohama. But in 1938 he returned to his village home determined to put his ideas about natural farming into practice. During World War II, he worked for the Japanese government as a researcher on food production, managing to avoid military service until the final few months of the war. After the war, he returned to Shikoku to devote himself wholeheartedly to farming. And in 1975, distressed by the effects of Japan’s post-war modernization, Fukuoka wrote The One-Straw Revolution. In his later years, Fukuoka was involved with several projects to reduce desertification throughout the world. He remained an active farmer until well into his eighties, and continued to give lectures until only a few years before his death at the age of ninety-five. Fukuoka is also the author of The Natural Way of Farming and The Road Back to Nature. In 1988 he received the Magsaysay Award for Public Service. Frances Moore Lappé is author or co-author of sixteen books, including Diet for a Small Planet and Getting a Grip: Clarity, Creativity, and Courage in a World Gone Mad. She has co-founded three organizations, including the Institute for Food and Development Policy and, more recently, the Small Planet Institute, which she leads with her daughter Anna Lappé. In 1987, she received the Right Livelihood Award, also called the “Alternative Nobel.” She has received seventeen honorary doctorates and has been a visiting scholar at MIT.


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