Author(s): Adam Ferrier
Want to know how to influence other people's behaviour?In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider's guide, to the ultimate behaviour change industry - advertising. Expose the techniques that advertisers use to get consumers to buy. Examples and case studies illustrate successful strategies and includes award winning campaigns such as Rename Speed, Steal Banksy and Share a Coke. Includes insights from some notable people in advertising, philosophy and behavior change including Alain De Botton, Andrew Denton, David Nobay, Faris Yakob and Bob Garfield. Read Adam Ferrier's Q&A with Marketing magazine.
Prologue ; PART 1: WHICH BEHAVIOUR TO CHANGE? ; 1. The Dark Arts: An advertising and influence overview ; 2. Definition: Defining the behaviour you want to change ; 3. Thoughts, Feelings, Actions: Using action to change behaviour ; 4. Action Spurs: Sometimes we need a little kick ; PART 2: CHANGING THE BEHAVIOUR ; Motivational Action Spurs ; 5. Reframing: It's not what you say, it's how you say it ; 6. Evocation: Can you feel it? ; 7. Collectivism: Everyone else is doing it ; 8. Ownership: What do you think? ? ; 9. Play: The World is a game ; 10. Utility: No more empty promises? ; 11. Modeling: Monkey See. Monkey Do. ; Ease Action Spurs ; 12. Skill Up: How to stop "I don't know how" ; 13. Eliminate Complexity: knock down hurdles ; 14. Commitment: how a small request leads to a bigger agreement ; PART 3: BE GOOD ; 15. Use your powers for good