BrainJuicer: Let's get emotional about advertising

The established and prevalent model of advertising and pre-testing dictates that business effectiveness lies in communicating a well-branded and persuasive message, with sufficient 'cut-through' to gain the viewer's conscious attention.

BrainJuicer: Let's get emotional about advertising

New evidence suggests there might be a better approach to advertising pre-testing.

Summary

The established and prevalent model of advertising and pre-testing dictates that business effectiveness lies in communicating a well-branded and persuasive message, with sufficient 'cut-through' to gain the viewer's conscious attention.

Anyone with an interest in Behavioural Economics and how humans make decisions will be familiar with System 1 and System 2 thinking, a model that describes the mind as being composed of two "competing" parts: System 1 forms impressions and gut judgments; System 2 favors reflective and deliberative thought. Our capacity...

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