Friday, December 6, 2013 10:05
Advertisements are continuously being positioned to promote products capable of satisfying any need we may have – from chocolate and alcohol to soap and water. But are we that easily persuaded? It seems so. Although we all like to think we’re savvy consumers the reality is we’re suckers for an emotional advertisement. It’s as though someone has read our inner most thoughts and is gently probing at our needs and desires urging us to give into temptation. I would like to believe I had become immune to this type of thing but these messages are engineered to effect action – and they’re working.
In 2012, ad campaigns with purely emotional content outperformed the rational only content by two to one. A study by psychologist Dr. Robert Heaths found that it was the high levels of emotional content the made the advertising successful, not the message itself. Ads with low levels of emotion had little to no effect even when they were factual and informative.
These emotional advertisements enhance how people feel about brands being advertised. The associations we take away from an experience are as, if not more important to future business as the actual outcome. The reality is that every brand wants an emotional connection with their customers as this is key to leveraging loyalty.
The latest datamine analysis found that;
1) Emotional advertising has much broader effects than rational approaches.
2) Emotional effects last much longer.
3) Emotional effects build up over years in a way that rational effects do not.
4) These longer and broader effects of emotion mean that the ultimate paybacks from emotion are much higher.
The messages that are conveyed in emotional targeting are far more compelling than typical marketing ploys; they say more without saying anything. When we’re exposed to this emotional targeting we subconsciously feel that the ad is prepared especially for us, yes we are that self-absorbed!
By creating ads that surprise, entertain, and even make us cry, advertisers aim to help us remember the product, build positive associations with the brand and ultimately drive sales. With facial coding now being used to further track the link between emotions and sales, there is no escaping. So with Christmas fast approaching, we should all prepare to cry and buy!
Click on the images below to watch some brands who’ve mastered the art of tugging at our heart strings….
Finally my favourite example of effective emotional advertising…
Thursday, December 5, 2013 12:15
You may have noticed your daily Metro Herald is a little more festive this morning – a glossy wrap […]
Wednesday, December 4, 2013 11:17
This year’s Eircom Spiders was a great night for Mindshare and the Unilever Ireland team. We won an Eircom Spider […]
Tuesday, December 3, 2013 16:08
This week PayPal announced its most recent venture in the area of mobile and social payments. Partnering with Orderbird, […]
Monday, December 2, 2013 15:18
Friday night saw the transmission of the annual extravaganza that is The Late Late Toy Show! Based on overnight data, […]