Emotional Marketing

Using emotion in marketing

Emotional Marketing


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report discusses how Frito-Lay, the snacks division of PepsiCo, has leveraged digital media to deepen its engagement with consumers.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report reveals how Adobe, the software and technology company, connected with young creatives studying at college in the US to promote its suite of software and programmes.


Joel Weinberger, Admap, July/August 2014

This article explains the importance of measuring unconscious engagement as part of engagement measurement research, alongside more traditional conscious measures.


Robin Schatz, ANA Magazine, Spring, 2014

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.


Devra Jacobs, Peter Leimbach, Brian Levine, Carl Marci, M.D., Mike Mulvihill and Naomi Nuta, ARF Experiential Learning, Audience Measurement 9.0, June 2014

This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.


Joseph Clift, Event Reports, Cannes Lions, June 2014

This Cannes Lions event report, summarising a presentation from brand experience agency Jack Morton Worldwide, highlights some best practices for agencies hoping to create useful tech solutions and stories for clients and consumers.


Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.


David H. Henard and Christian L. Rossetti, Journal of Advertising Research, Vol. 54, No. 2, 2014
In response to calls for further investigation on the role of music and advertising, the authors of the current study analyzed popular music's most successful songs over a 50-year period (1960–2009). The current paper uses a combination of quantitative and qualitative approaches to uncover communication themes from nearly 1,000 songs that best resonated with mass audiences.

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