Emotional Marketing

Using emotion in marketing

Emotional Marketing


Gemma Calvert, Tirthankar Dash, Madhumita Chakraborty and Rajna Rajan, Warc Webinars, June 2015

This webinar, in partnership with Institute on Asian Consumer Insight (ACI), explores the marked differences in sensory preference across different Asian countries.


Guendalina Graffigna and Rossella C. Gambetti, International Journal of Market Research, Vol. 57, No. 4, 2015
Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Kate Cox, Admap, July/August 2015

This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.


Joseph Clift, Event Reports, Mediatel Connected Consumer Conference, June 2015

This event report explains how John Lewis, the department store chain, executed a connected media strategy for its 'Monty the Penguin' Christmas campaign in the UK.


Joseph Clift, Event Reports, APG Noisy Thinking, June 2015

This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand.


Myriam Martinez-Fiestas, Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios, Journal of Advertising Research, Vol. 55, No. 2, 2015
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response. Psychophysiology is the study of the relationship between the mind and the body.

Mark Davis, Market Leader, Quarter 3, 2015

This article argues that the capacity of smell to bypass the logical brain makes smell a great potential tool for marketers.

WARC RECOMMENDS


WARC BRIEFING

Using Emotion

Key trends and theories in emotional appeals


ARTICLE FOCUS

Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


RESEARCH PAPER

How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


WEBINAR

Being rational about the emotional

A panel discussion on emotional and social research


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising