Respected advertising insider, Adam Ferrier, reveals techniques used by some of the best-known brands across the globe. These are grounded in psychological theory with award winning real world examples and explore most effective way to change behaviour is through action rather than conventional advertising practices (emotional or rational persuasion).

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

Two season tickets.One genius idea.Zero interest in a relationship.The plan is simple: a brand new, hot, preferably funny, definitely single male will fill one of those seats for every Bears game at Soldier Field. And I'll fill the other.I can't think of a better way to use the season passes I'd bought for my ex-husband. I am a woman of plans, and this one's foolproof.Until Zach Bowen offers to be my practice round.He's infuriating. Presumptuous and overbearing. And absolutely, undeniably gorgeous. Any woman with a heartbeat would be attracted to him, and mine picks up speed every time he speaks.But as I said, I'm a woman of plans - and I'm not backing down on this one.One night. One game. And then, his time's up.He can try to change the rules, but here's the truth: he can't win if he's playing the wrong game.The Wrong Game is a stand-alone, angsty, enemies-to-lovers sports romance.

Why do some companies prosper while others fail? Despite great amounts of research, many of the studies that claim to pin down the secret of success are based in pseudoscience. THE HALO EFFECT is the outcome of that pseudoscience, a myth that Philip Rosenzweig masterfully debunks in THE HALO EFFECT. THE HALO EFFECT highlights the tendency of experts to point to the high financial performance of a successful company and then spread its golden glow to all of the company's attributes - clear strategy, strong values, and brilliant leadership. But in fact, as Rosenzweig clearly illustrates, the experts are not just wrong, but deluded. Rosenzweig suggests a more accurate way to think about leading a company, a robust and clearheaded approach that can save any business from ultimate failure.

It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Don't let the customer get between you and building a strong valued brand If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business – listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world. The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead try redressing the balance, and be brand-led, where brands and businesses can truly become unique, interesting and highly profitable. Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand, and reveals the brand-building secrets of their success. With insights from Jules Lund, Lisa Ronson, John Newcomb, Rory Sutherland, and many more, this invaluable book will enable you to: • Avoid the pitfalls of drowning in customer data • Establish a strong, brand-led business • Develop a unique brand by embracing and leveraging your weaknesses • Define your brand • Get your customers to invest into you Stop Listening to the Customer is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening their own brand.