The Advertising Effect: How to Change Behaviour 1st Edition

by Adam Ferrier (Author)

17 customer reviews

ISBN-13: 978-0195593921

ISBN-10: 0195593928

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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.

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Editorial Reviews

About the Author

Adam Ferrier, Chief Strategy Officer, CumminsRoss

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.

Product details

Paperback: 240 pages
Publisher: Oxford University Press; 1 edition (July 1, 2014)
Language: English
ISBN-10: 0195593928
ISBN-13: 978-0195593921
Product Dimensions: 8.9 x 0.6 x 6 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review: 17 customer reviews
Amazon Best Sellers Rank: #1,035,410 in Books (See Top 100 in Books)
- #829 in Books > Textbooks > Business & Finance > Marketing
- #979 in Books > Business & Money > Marketing & Sales > Consumer Behavior
- #1599 in Books > Business & Money > Marketing & Sales > Advertising

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May 29, 2015

Format: PaperbackVerified Purchase

I have a mobile tech startup serving marketing/advertising teams from agencies, brands, and retailers alike. No one on our team has a background in advertising or working at an agency so the conversations we have with clients can sometimes be challenging. This book has been an amazing discovery because it helps us get in the mind of the marketer/advertiser/agency so that we can much more effectively position how our solutions can help them - using terminology and arguments they understand. And, with all of the external references to the underlying research, it's a gold mine of material.

I started out with the Audible version and after getting through that about half way, I knew I had to to get a copy of the book as well. I only have one complaint - increase the font size and line spacing to make it easier to read. It might add another 50-100 pages to do so, but the content is well worth it. So many books take the opposite tact - giant font and lots of whitespace to make up for limited content. This book is the opposite!

3 people found this helpful

Comment

Excellent book for anyone who has ever had to convince someone to do something differently (i.e. everyone on this planet)

March 18, 2015

Format: Kindle EditionVerified Purchase

This book provides a great introduction into the modern world of advertising. Adam methodically runs through the various aspects of how ad campaigns are generated, and backs up approach with relevant references to psychological and economic studies. The book turned a lot of my preconceptions about this process on their head (admittedly most of my understanding of advertising comes from watching Mad Men). It was not an industry where I expected an evidence based approach to doing things.

The most interesting part of the book for me was about the "Benjamin Franklin Effect". Google this now - it's pretty awesome. Adam shows how the industry is using this to great effect to change peoples opinions about their brands, and then spur a change int heir behaviour.

Although I work in an IT consulting firm, a lot of my day to day activities revolve around the generation of business, and trying to get new customers to engage with us, or existing customers to engage with us more. This book has given me a good framework to get going, and enough references that I can start reading more about how to do this.

8 people found this helpful

Comment

Nicklaus Deyring

I got it cause the audio book was so good

March 5, 2016

Format: PaperbackVerified Purchase

Possibly the best book on advertising I've ever read, and I haven't even read it. Listening to it on the way into work in the car was so amazing, I just HAD to have the hard copy for reference. I feel like I can just open up the book and make campaigns.

One person found this helpful

Comment

The concepts are good - pretty consistent with conventional behavioral marketing theories - ...

June 26, 2016

Format: PaperbackVerified Purchase

The concepts are good - pretty consistent with conventional behavioral marketing theories - but the cases/examples tend to be outdated or based in advertising from the author's native Australia, which can be frustrating for readers who are more familiar with U.S. and European ad campaigns.

One person found this helpful

Comment

The BEST advertising strategy book I have read and I have ...

September 1, 2015

Format: Kindle EditionVerified Purchase

The BEST advertising strategy book I have read and I have read a lot of them. If you want a great strategic framework that is explained without marketing buzz words and with entertaining examples this is the book. Word or warning. Just because the framework is easy to understand, it doesn't mean coming up with inspiring insights and creative thinking is easy because it isn't. But if you're strategic and creative you wouldn't have it any other way would you?

One person found this helpful

Comment

Ferrier's Advertising Effect is a must read for anyone interested ...

August 17, 2015

Format: PaperbackVerified Purchase

Ferrier's Advertising Effect is a must read for anyone interested effective and differentiating marketing! Engaging discussion of 10 action spurs which can help influence human behavior. Not simply based on exploiting human cognitive biases!

2 people found this helpful

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November 3, 2017

Format: Audible AudiobookVerified Purchase

WOW! Interesting stuff.

One person found this helpful

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Patricia G. Millo

July 20, 2015

Format: Kindle EditionVerified Purchase

Great read. Definitely extremely helpful. I would recommend this book for anyone strongly to pursue a career in the advertising industry.

One person found this helpful

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