How advertisements work -- Approaches to the human mind -- Psychologists' models of learning and memory -- The structure of the brain -- Neurons: the building blocks of the brain -- Learning and emotion -- Arousal and consciousness -- Emotion and reason -- Incidental learning -- and forgetting -- From brains to advertisements -- Why should advertising be researched? -- It is getting more difficult to be memorable -- Advertising, learning and memory -- The attention continuum -- What ad-liking means -- Recognition, recall and persuasion -- Advertisement memories and brand linkage -- Exposing the consumer to the advertising: media strategy -- Professor Ehrenberg and double jeopardy; or the effect of the brand on the advertising -- The mental world of brands and the objective of advertising -- 'I told you so' -- The emotional and the rational.