Emotional advertising
DefinitionBrand & Creativity
Emotional advertising
Advertising that works by making people feel rather than by making claims - humour, warmth, story, spectacle. Emotional campaigns outperform rational ones on long-term business effects because feeling is what memory encodes and retrieves at the moment of purchase.
Evidence from the library
Emotional campaigns are more profitable because people who feel good about a brand judge it as more valuable and accept paying more for it.Principle8% → 45%Emotional and distinctive work pays more the longer it runs, dull work barely improvesStat54% of ads at 1 starThe majority of television advertising scores the lowest possible emotional ratingStat7x at small spendDistinctive and emotional work multiplies profit hardest on the smallest budgetsStat60% UK, 54% USB2B advertising produces even less emotional response than consumer advertisingStat
Related marketing laws
Source
Marketing Definitions
Les Binet and Peter Field, The Long and the Short of It (2013)
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