Recent titles Different Brains, Different Approaches Successful Neuro Advertising for Male and Female By Huub van Osch Finally, a book that describes the neurological differences between the male and female brain and how this is implemented in advertising! The book describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humorous ads appeal to men, or why women make better decisions. 80% of all purchases worldwide are made or influenced by women. Why is advertising so often aimed at men? Find the answer to these life-long question about differences in purchasing motivation between men and women, and learn to implement this in advertising. Although this book is written from a scientific perspective, thanks to the numerous interesting examples and tips, it is easy to implement and useful for advertising campaigns. In short, a must-have for all marketers, strategists, creatives, students, or anyone working with brands. Huub van Osch MBM is creative director, strategist, and owner of two advertising agencies in the Netherlands. Both specialised in neuro advertising. 192 pages | 21 x 21 cm | paperback | ISBN 978 90 6369 435 7 | £28.00
• Appeals to a wide range of target groups, from marketing professionals to people interested in neuroscience • The only book about neuroscience based on neurological differences between men and women
Related: Hidden Persuasion, p. 45
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• Written by a pioneer in neuroscience for the advertising industry