Mark J. Wolf Blog

Untapped Potential of an Emotionally Based Advertising Campaigns

The potency and effectiveness of emotionally charged campaigns is a no-brainer for neuromarketing experts.

Nevertheless, when emotional ads and rational (benefits/features) ads are pitted against each other; most business and marketing executives opt for the latter.

They find it hard to believe that emotional appealing ads can make people buy a product.

The data below might be a difficult pill for these diehards to swallow.

#1 Real Findings On Emotion-based Ads

In the book Brand Immortality by Pringle and Field; you will find a data analysis by the UK-based Institute of Practitioners in Advertising(IPA).

For more than thirty years; there have been submissions of successful advertising campaigns to the IPA Effectiveness Award Competition. This makes the IPA databank have up to 1400 case studies!

IPA analyses this data by comparing the level of proceeds yielded by ads solely based on emotions and that based on the pure appeal to reason.

The result arrived at is as follows:

  • Emotional-based campaigns: 31%
  • Campaigns that appealed to both emotion and reason: 26%
  • Rational-based campaigns: 16%

#2 The Success of Emotional Ads

The main reason behind this success is our brain’s quick assimilation of emotional input even in the absence of recognition.

Our brain’s ability to record emotional stimuli in a powerful way helps as well.

Although, one cannot underestimate the great effect of campaigns that appeal to emotions, the fact that it isn’t easy to create such ads cannot be denied.

A campaign with a good emotional content is only possible when you know what drives your consumers.

Example of an emotional ad

The authors suggest that you should make emotional ads become something your brand is easily identified with and a great level of commitment is required in order to achieve this.

Nike’s widespread “success in sports” theme is an instance they cite as a good example of a brand that has succeeded in achieving their aim of establishing an emotional propelling force.

It is very disastrous to advertise your brand in an emotional but unrealistic way.

#3 The Downside of Emotional Ads

People easily identify with emotional ads when they know the product being advertised.

That is, an unknown product that is being advertised by appealing to emotions might confuse the audience because they don’t have an understanding of what the product does.

When dealing with a product that a good number of the audience won’t recognize – you either try as much as possible to provide information about the product in your emotional ads or you make use of both emotional and rational based advertising approach.

Although the combination of both approaches has a lesser profit compared to a sole use of emotional ads.

It is better than having a campaign with an emotional content that the audience does not understand.

In conclusion, emotionally based ads are difficult to create but they are immensely profitable–as statistics has shown.

Mark J. Wolf

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