For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.
This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
SHOPPING BASKET
Your basket is empty
If you are an ESOMAR Member, please login to obtain Member Prices.
ESOMAR PUBLICATIONS Back
BackThe emotional drivers of advertising success
Research Papers
The emotional drivers of advertising success
Real answers, practical tools
| PDF Version (download) EUR 15.00 Members price: EUR 12.00 |  |
This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.
It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of emotional and rational benefits.
It also demonstrates that much maligned measures of advertising success, such as advertising awareness, favour, rather than penalise emotional copy, and details new verbal and non-verbal copy testing tools which have been validated using neuroscience techniques.Author(s): Graham Page
Date of publication: 21.09.2005
ISBN: 92 831 1384 5
Order Code: CON05-25
Number of pages: 16
Conference collection: Congress 2005 - Making a Difference
All papers from Congress 2005 - Making a Difference:
- The heart transplant
Consumers at the heart of your business - True loyalty
The predictive value of customer satisfaction indicators - Powerful insights
Possibilities of ethnographic research - Monitoring brand health. The world-wide Heineken Brand Dashboard
- Research and corporate responsibility
Supporting management decision-making - Understanding citizen expectations
Changing public perceptions of Corporate Social responsibility
A segmentation of global public opinion - Online fights back!
Combating communication fatigue with innovation - Igniting innovation in researchers
Leaping after you look - The invisible ethnographer
Working with people, real life and up close - The Cosmocrats
Identifying new targets for modern luxury - Global advertising that sells
Progressing towards the Holy Grail! - Advertising in Asia.
Of trees, forests and groves - Boardrooms in bathrooms
Infusing intimacy between CEOs and consumers - Managing corporate brands successfully
Approaches for strategic corporate communications - Predicting the unpredictable
Agent-based models for marketing research - Building democracy in the UK
The pioneering efforts of the UK government - Research in aiding democracy in Afghanistan
How research can help contribute effectively to changes in society - Soweto and the legacy of apartheid
The costs of doing business in underserved markets - Research ethics, morality and quality
The map is not the territory - Moving offshore
Key challenges and the importance of quality standards - The values advantage
Measuring corporate values to advance business success - From consumer to decision-maker
Transferring user knowledge inside organisations - Pushing the boundaries of the 'research debrief'
Quantifying the impact of strategic recommendations - MOOD Consumption® Theory
A human-focused marketing tool - The emotional drivers of advertising success
Real answers, practical tools - Thriving on trust
Lasting relationships with research respondents - Convincing people
The real value of market research - A fresh approach to concept testing
How to get more research for less time and money - Transforming American Express
Qualitative research and brand transformation - Inspiring creativity through online stakeholder involvement
How Electrolux piloted the User Forum Online for product innovation - Brain branding
Brands on the brain - Predicting advertising efficiency
Panel, neuromarketing, or theory-driven message analysis? - Communications and bottom line
Hey big spender, wouldn't you like to know what's going on in my mind? - Harnessing the grapevine
New measures, insights and practices to support word-of-mouth management
 | Purchase the complete collection with all papers from Congress 2005 - Making a Difference. The impact of powerful research. for only | |
| EUR 270.00 Members price: EUR 215.00 More information | | |