Dimensions
165 x 243 x 18mm
Being on-message is 20th-century advertising. Being both on- message and one motion is 21st-century advertising because cutting-edge brain science has confirmed that people are primarily emotional decision-makers. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful. With 20 in-depth interviews with consumers from all over the world, best-selling author Dan Hill provides real-time, second-by-second reactions to a variety of advertising executions from a decade of testing. Grounded in psychology and neurobiology as well as practical advertising insights, Hill provides research that will enable companies and advertising agencies, large and small, to be more effective and emotionally engaging.
