Erik du Plessis – 2012 Lecture – Memory in Advertising
Erik du Plessis (Chairman of Millward Brown South Africa and the author of The Branded Mind and The Advertised Mind) will deliver a lecture on Memory in Advertising this month, in The Netherlands. So you can join him on the 29th of October, in Amsterdam, by registering here.
Erik du Plessis was Visiting Professor at the Copenhagen Business School teaching neuromarketing from 2007 to 2009. His book The Advertised Mind (2005) won the coveted WPP’s Atticus ‘Grand Prix’ Award for original published thought, chosen from 450 entries in the world. As he notes, the most important (only?) reason for having a brain is that it produces memories and feelings which result in motivation (survival). Marketing is about providing brands so that people can survive better (feel good). He states that all neuromarketing books ignore memory and only consider emotions (a type of feeling). Without understanding how neurons and synapses produce memories and how these create feelings one will reduce the promise of neuromarketing to only understanding EEG and fMRI results. This will often result in poor research designs and a lack of insights. It is from an understanding of memory and feelings that brand marketers will gain true consumer insights.
Agenda for Monday 29 October 2012
19:00 Registration and coffee
21:30 Q&A and Drinks
Registration (credit card only)
Non-member Price: Euro 149.00 (excl. BTW)
NMSBA Members Price: Euro 99.00 (excl. BTW)