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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
About the Author:
Douglas Van Praet is Executive Vice President at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include Group Planning Director for the highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry leader in unconscious behaviorism and a pioneer in applying neurobiology and evolutionary psychology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning campaigns and product launches for leading advertisers of many of the world's most successful brands.
Title: Unconscious Branding: How Neuroscience Can ...
Publisher: St. Martin's Press
Publication Date: 2012
Book Condition: Used: Good
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Book Description Palgrave Macmillan Limited. Hardcover. Book Condition: Good. Dust Cover Missing. Only lightly used. Book has minimal wear to cover and binding. A few pages may have small creases and minimal underlining. Bookseller Inventory # G0230341799I3N01
Book Description St. Martin's Press, 2012. Hardcover. Book Condition: Used: Good. No marks noted in text, black dot bottom edge, hc, NO DJ,AND AS ALWAYS SHIPPED IN 24 HOURS; and emailed to you a USPS tracking number on all orders; all books are sanitized and cleaned for your protection before mailing. PLEASE NOTE OVER SEAS BUYERS if the book extra large or heavy there will be additional postage due to the new US Postage rates. Bookseller Inventory # 170325069
Book Description St. Martin's Press, 2012. Hardcover. Book Condition: Used: Like New. Light shelf wear. Inside is clean. Ships same day or next business day. Free USPS Tracking Number. Excellent Customer Service. Ships from TN. Bookseller Inventory # 359079
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Book Description St. Martin's Press, 2012. Hardcover. Book Condition: Very Good. Bookseller Inventory # P020230341799
Book Description St. Martin's Press, 2012. Hardcover. Book Condition: Like New. Almost new condition. Bookseller Inventory # P010230341799