The Advertising Effect: How to Change Behaviour 9780195593921, 0195593928

Want to know how to influence other people’s behaviour? In The Advertising Effect, respected advertising insider, Adam F

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English Pages 234 Year 2015

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The Advertising Effect: How to Change Behaviour
 9780195593921, 0195593928

Table of contents :
Content: pt. 1. Which behaviour to change? --
The dark arts : an overview of advertising --
Definition : identifying the behaviour you want to change --
Thoughts, feelings, and actions : using action to change behaviour --
Action spurs : sometimes we need a little kick --
pt. 2. Motivation action spurs --
Reframing : it's not what you say, it's how you say it --
Evocation : can you feel it? --
Collectivism : everyone else is doing it --
Ownership : what do you think? --
Play : the world is a game --
Utility : no more empty promises? --
Modelling : monkey see, monkey do --
pt. 3. Ease action spurs --
Skill up : Stop the "I don't know how" --
Eliminate complexity : knock down the hurdles --
Commitment : how a small request leads to a bigger agreement --
pt. 4. How to be good --
Using your powers for good.

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