Understanding Emotion in Advertising
Don’t underestimate the significant role of emotion in advertising. Behavioural Economics (BE) and Biometrics in advertising research has rekindled debate about the role of emotional engagement in effective communication. It’s good that this discourse is alive and well as we have always known that feelings or System One thinking are inherently important to engagement and involvement. […]
A Marketer’s Guide to Advertising Research
Life happens in the narratives we tell one another, and that is a critical component of advertising research. Great advertising can persuade people, but it might not inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul. Storytelling is at the […]