Emotional Marketing

Using emotion in marketing

Emotional Marketing


Li-Chun Yang and Kuan-Nien Chen, International Journal of Market Research, Vol. 57, No. 1, 2015
While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design. The purpose of this study was to investigate the relative roles of sight and smell in consumers’ choice of body lotion, using a combination of sense testing, questionnaire and interview.

Lena Roland, Event Reports, APG Noisy Thinking, November 2014

This event report outlines how brands can utilise influential ideas to make an emotional connection with consumers and so build equity.


Lena Roland, Event Reports, Smart Marketing, December 2014

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.


Lena Roland, Event Reports, Smart Marketing, December 2014

This event reports looks at how brands can utilise an understanding of how the brain works to produce more effective work using human senses and emotions.


Pieter-Paul von Weiler and Brigitte Bayard, Account Planning Group - (Australia), Grand Prix, Best insight/input, Creative Strategy Awards 2014

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Danish Chan, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how the Victorian Responsible Gaming Foundation, a government organisation, aimed to reach out to "problem gamers" in Australia, and encourage them to seek help for their unhealthy gambling habits.


Tom Hyde, Account Planning Group - (Australia), Gold, Best under $50k, Creative Strategy Awards 2014

This case study explains how RSL, the Australian veterans charity, raised donations for Anzac Day, when Australia remembers its war dead, by shifting the communications focus from historic remembrance to contemporary support.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.

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