WHY creativity and emotion have the edge over reason in attracting cost- conscious buyers in a recession.HUMANS ARE EMOTIONAL beings. And from time immemorial, the best advertisements are the ones that appeal most to the emotions. Emotion sells.
Keep the Emotions Runnnig
However, during slowdowns, a lot of companies tend to revert to rational messages - typically focusing on price and product benefits - in response to consumers' heightened cost consciousness.Ogilvy & Mather Malaysia group managing director Zayn Khan says the better approach would be to use `creativity and emotion'.`Research shows that emotion and creativity are more eff...