"Measurement of advertising effectiveness is in demand, and this book helps both creatives and accountants deal with it." Fast Company "Details the latest in brain science, clearly and accessibly, and shows exactly how it applies across the advertising process - creative, media and research. You don't have to agree with everything, but you do have to think about it. Essential reading." Roderick White, Editor, Admap "Backed up by extensive research, du Plessis puts forward a convincing case for overturning accepted advertising theories and looking afresh at what advertisers are trying to achieve. Neurology is not easy to grasp, but du Plessis keeps it simple." The Marketer
