Procter & Gamble research validates emotional marketing

This event report looks into research findings from Procter & Gamble regarding the impact of emotional advertising, and some of the company's campaigns drawing on such themes.

Procter & Gamble research validates emotional marketing

Stephen WhitesideWarc

Procter & Gamble was right to think TV spots featuring happy children savouring the smell of Tide or Olympic athletes celebrating devoted moms would connect powerfully with consumers. An in-house study, in fact, revealed that advertising which yields an emotional response is nine time more likely to be successful then when the audience is left in a state of indifference.

"We looked at over 300 different TV ads. We had 85 different online videos, a hundred Facebook posts and 50 in-store displays. So we looked at a multimedia account of...

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