Erik du Plessis

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Erik du Plessis is the Chairman of Millward Brown South Africa and author of the "The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising," 2005. He specializes in brand and advertising research. He is also a regular at major conferences across the globe. Erik was also a guest professor at the University of Copenhagen and will return again later this year.

1 History
2 The Advertised Mind
3 Publications
4 Website
5 Disambiguation

[edit] History

Du Plessis formerly ran his own research company, Impact Information, in South Africa. Du Plessis derived his inspiration for "The Advertised Mind" from his days as a media planner early in his career.

[edit] The Advertised Mind

Compiling research performed by Du Plessis and Millward Brown, "The Advertised Mind" theorizes that the strongest factor in successful marketing is whether an advertisement creates an emotional response in its target audience. du Plessis bases his conclusions on recent discoveries in neuroscience--particularly the limbic system--which suggest that emotion establishes a firm memory of an advertisement and predisposes consumers to buy the brand that is being advertised. du Plessis also refers to Adtrack’s database of responses to over 30,000 TV commercials, and explores how this paradigm shift can maximize return on advertising spend. "The Advertised Mind" has been widely endorsed by academics and the advertising world.^{[citation needed]}