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If you’re in advertising, then The Advertising Effect: How to Change Behaviour is probably one of the best books you can read on our craft right now. Basically, it’s Nudge for advertisers.

Outlining ten evidence-based effective advertising strategies, each with a scientific underpinning, Adam Ferrier (psychologist and founder of Naked) is up there with fellow Antipodean Byron Sharp in terms of must-reads for marketers.

Moreover, because perception-change is only a means to an end, the end being behavior-change (buy, buy more, buy for more) – Action Advertising orientates advertising to what really matters, actioning behavior change.

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