Summary
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.See the full content of this document
Extract
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...See the full content of this document
