Emotional Marketing

Using emotion in marketing

Emotional Marketing


NSPCC: Pants
Case Studies on Warc, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.

Michèle Weydert, Event Reports, MRS Impact , March 2015

This event report considers the importance of emotional connection between brand and consumer and suggests that the strength of such connections will become a standard measure of success.

Gemma Calvert and Abhishek Pathak, Admap, April 2015

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.

Sarah Walker, Admap, April 2015

This article sets out five tips for better storytelling in advertising, eliciting emotions from people and generating better business results.

Neil Gains, Admap, April 2015

This article explains how marketing in Asia often uses metaphor to build a sensory and emotional experience, and asserts that sensory experience it rooted in local culture.

Les Binet, Daniel Müllensiefen and Gawain Morrison, Admap, April 2015

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Pippa Bailey, Admap, April 2015

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Thom Noble, Admap, April 2015

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Colin Grimshaw, Admap, April 2015

This editorial introduces the April 2015 issue of Admap magazine, which focuses on multisensory marketing and new opportunities open to marketers in targeting the non-visual senses.



Using Emotion

Key trends and theories in emotional appeals


Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


Being rational about the emotional

A panel discussion on emotional and social research


John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising