Marketing to the Mind: Right Brain Strategies for Advertising and Marketing

By Richard C. Maddock; Richard L. Fulton | Go to book overview

MARKETING TO THE MIND
Right Brain Strategies for Advertising and Marketing

Richard C. Maddock and Richard L. Fulton

QUORUM BOOKS

Westport, Connecticut · London

-iii-

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Marketing to the Mind: Right Brain Strategies for Advertising and Marketing
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Illustrations ix
  • Acknowledgments xiii
  • Preface xv
  • Introduction 1
  • 1 - Advertising Past and Present 7
  • References 12
  • 2 - Advertising to the Right and Left Sides of the Brain 15
  • References 23
  • 3 - The Secrets of the Silent Side 25
  • References 30
  • 4 - Marketing to the Mind: How to Market and Advertise Directly to Consumer Motivations and Emotions 33
  • References 67
  • 5 - Absurdities 71
  • References 79
  • 6 - Personalizations 81
  • References 87
  • 7 - Motives and Emotions, Features and Benefits 89
  • References 99
  • 8 - Right Brain Motivational Research 101
  • References 120
  • 9 - Updating Focus Group Techniques for Investigating Consumer Motivation 123
  • Epilogue 130
  • References 132
  • 10 - From Qualitative to Quantitative 135
  • 11 - The Sensory Side of Advertising and Marketing 141
  • References 149
  • 12 - The Empirical Side of Advertising and Marketing 151
  • References 156
  • 13 - How Motivation Is Used to Design Effective Advertising and Marketing Strategies 157
  • References 177
  • 14 - Casino Gambling and Wagering 179
  • Summary 187
  • 15 - Restaurant Marketing 189
  • Summary 194
  • 16 - Amusement and Themed Attractions 195
  • References 203
  • 17 - Fashion Marketing and Merchandising 205
  • Summary 210
  • 18 - Cosmetics Marketing 211
  • References 219
  • 19 - Automotive Advertising and Marketing 221
  • References 230
  • 20 - Why People Still Visit Elvis and Graceland 231
  • References 238
  • 21 - Marketing Professional and Nonprofit Services 239
  • Conclusion 247
  • 22 - Marketing Commodity and Business Services 249
  • 23 - The Features and Benefits of Three-Dimensional Silent Side Marketing 261
  • References 268
  • Selected Readings 269
  • Name Index 271
  • Subject Index 275
  • About the Authors 281
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