Should My Advertising Stimulate an Emotional Response?

The role and use of emotion in advertising is discussed in this article from Millward Brown. It argues that the generation of emotion is crucial for successful marketing and that many brands benefit from an association with positive emotions.

Should My Advertising Stimulate an Emotional Response?

The generation of emotion is crucial for successful marketing. Many brands benefit from an association with positive emotions. However, the fact that the most successful brands tend to have a balanced set of associations and rational strengths, should not be ignored.Advertising that generates a strong emotional response has two benefits. Firstly, it can help the emotions transfer to the brand, shaping the brand perceptions. Secondly, it can help generate engagement and memorability. While advertising can generate negative emotions to help create drama, for most brand advertising this needs to ultimately result in...

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