Includes bibliographical references and index.

Chapter 1 How advertisements work -- Chapter 2 Approaches to the human mind -- Chapter 3 Psychologists' models of learning and memory -- Chapter 4 The structure of the brain -- Chapter 5 Neurons: the building blocks of the brain -- Chapter 6 Learning and emotion -- Chapter 7 Arousal and consciousness -- Chapter 8 Emotion and reason -- Chapter 9 Incidental learning - and forgetting -- Chapter 10 From brains to advertisements -- Chapter 11 Why should advertising be researched? -- Chapter 12 It is getting more difficult to be memorable -- Chapter 13 Advertising, learning and memory -- Chapter 14 The attention continuum -- Chapter 15 What ad-liking means -- Chapter 16 Recognition, recall and persuasion -- Chapter 17 Advertisement memories and brand linkage -- Chapter 18 Exposing the consumer to the advertising: media strategy -- Chapter 19 Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising -- Chapter 20 The mental world of brands and the objective of advertising -- Chapter 21 'I told you so' -- Chapter 22 The emotional and the rational.