The Hidden Power of Advertising presents a radical new challenge to traditional thinking about the way consumers interact with and process brand communication. For over 70 years the universal assumption has been that advertising is only effective if it consciously persuades consumers to choose a particular brand. In such circumstances attention is critical, which is why most of the advertising industry’s creative resource is focused on achieving the highest possible levels of interest and awareness. But how is it that advertising can and frequently does work, even when consumers have no conscious awareness of having seen or heard the ads themselves?

Recent neuroscientific research has shown that the brain’s capacity to absorb certain types of brand information is far greater than we ever imagined. Building on these findings, Robert Heath is able to explain with exceptional clarity how advertising creates meaningful and enduring brand associations in our minds, even when we pay virtually no attention to it. These associations exert a powerful influence on our intuitive feelings, and can unknowingly drive us to choose and buy particular brands.

This mechanism – low involvement processing – turns out to be an especially effective way of getting through to consumers, who in general have little or no interest in learning about brands. Heath shows that low involvement processing has been a major factor behind the success of mega-brands in markets as diverse as insurance, cars, toilet paper, cigarettes, and beer. The Hidden Power of Advertising is a must-read for those involved with creating, planning and researching effective advertising, advertising and marketing academics, indeed anyone interested in the field of advertising and marketing communications.

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Are you sick and tired of not being able to make use of one of the world’s most valuable marketing platforms?

Have you tried endless other solutions, but nothing seems to work for more than a few weeks?

Do you finally want to say goodbye to throwing money away in ineffective marketing plans and discover something that works for you?

If so, then you’ve come to the right place.

You see, making social media work for your marketing purposes does not have to be difficult, even if you’ve tried to hire a social media specialist who bombards you with terminology and rarely brings about results.

In fact, it is easier than you think.

Here is just a tiny fraction of what you will discover:

• The top social media trends of 2020 and the changes to expect
• Which platform will work best for you
• How to use Facebook, Twitter, Instagram, and others!
• The top 7 social media tools for 2020
• … and much, much more!

Take a second to imagine how you’ll feel once you see the fruits of your labor, and how your family and friends will react when you show them how well you’ve been able to make social media work for you!

So even if you are completely new to the game, you can achieve success with the knowledge you’ll get from this book.

If you have a burning desire to leverage social media platforms and make them work for you and your success, then scroll up and click “add to cart.”

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It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.

Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects.

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