The emotional drivers of advertising success – real answers, practical tools
Graham PageMillward Brown, United Kingdom
INTRODUCTION
Not surprisingly, the role of emotion in marketing arouses strong passions. However I can't help but agree with Ken Haess of the AAAA when he said in the Journal of Advertising Researchin 2004, “(the contribution of emotional response to advertising is) much discussed and little progressed”. The discussion has intensified in recent years, and an increasing awareness by marketers of the theories and evidence from cognitive neuroscience has only added spice to the debate. This evidence, which gives emotion and...