IPA 1.4 - Emotional persuasion Flashcards

1
Q

Why is creativity advertising’s ‘special sauce’?

A
  1. It helps capture the viewers’ attention. In today’s highly competitive world, capturing the audience’s attention is the first requirement of any communications program
  2. It helps build an emotional bond between the viewer and the brand
    It helps them to like the brand, and is therefore going to be effective
  3. It helps to make the brand different. The function of a brand is to be different from the rest and creativity helps to achieve that
  4. Therefore, with all the above mechanisms in mind, creativity helps improve business success.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

why is tapping into emotions considered important in advertising?

A

To influence purchase decisions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

How does the effectiveness of messages laced with emotion compared to purely positive or negative messages?

A

They are more effective.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What role does creative storytelling play in advertising?

A

It allows brands to form deeper connections with their audience.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

The text mentions Airbnb as a brand that leverages emotion in its advertising. What specific aspects of Airbnb’s brand are highlighted in the text as emotionally persuasive?

A

Faces and people behind hosts, inspiring wanderlust, and supporting Afghan refugees.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

System 1

A

It’s an automatic, nonconscious process that relies on gut feeling, experience and instinct.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

In which System do we make most of our decisions in daily life

A

System 1

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

if we’re asked to complete the phrase, “Bread and [blank]”, our brains effortlessly provide the answer (butter) using which type of thinking?

A

System 1

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

System 2

A

is the application of logical thought, where we put some intellectual effort into the process.
For example, the question “What is 13 x 27?” forced us to engage in System 2 thinking. It is effortful, uncomfortable and much slower.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Emotional Influences on choice the mechanism

A
  1. Creativity in advertising influences brand choices by engaging with our unconscious thought process, often driven by emotions, during buying decisions.
  2. Creative storytelling, imagery, and metaphors access emotions rather than reason, creating positive brand associations and simplifying product comparisons.
  3. It can provide a reason to choose when there is no rational basis for decision-making
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Why did the AA decide to overhaul its marketing strategy?

A

To address declining market share and membership

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What change did the AA make to its marketing approach?

A

They led with the brand and introduced a memorable campaign.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What was the central theme of the new AA campaign?

A

Featuring a talented toddler singing Tina Turner’s “Proud Mary”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What was the outcome of the AA’s new marketing approach?

A

Improved profit and brand image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

The AA: from spark-plugs to singalongs

A

Emotional persuasion is especially valuable when rational product advantages are eroded over time, which was certainly the case for The Automobile Association (AA) in 2017. Like many brands, they had focused on efficiently delivering short-term results via direct, targeted comms. This seemed to be working – profit was growing. But a new team looked beyond short-term results and discovered a worrying picture of market share and membership decline, driven by increased price sensitivity and falling salience.

The AA took the brave decision to overhaul its marketing, leading with the brand. The new campaign featured a highly memorable star, a talented toddler who performs Tina Turner’s “Proud Mary” as her father drives to the airport. She carries the tune despite an unexpected breakdown – thanks to the AA’s speedy rescue.

The resulting campaign rebuilt salience and image, increasing both acquisition and retention. The strengthened brand enabled the group to raise prices – driving stable revenue growth and delivering a profit return-on-marketing-investment (ROMI) of £2.23 for every £1 invested.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Cheryl Calverley, Marketing Director of AA explains the rationale behind the campaign, its use of emotional persuasion, and its impact on the business.
“The transformation journey for the AA has been tackled on many fronts, but by far the most commercially significant has been the transformation in brand and communications strategy. There were three big learnings from this journey I’d call out.”

A

Cheryl Calverley, Marketing Director of AA explains the rationale behind the campaign, its use of emotional persuasion, and its impact on the business.
“The transformation journey for the AA has been tackled on many fronts, but by far the most commercially significant has been the transformation in brand and communications strategy. There were three big learnings from this journey I’d call out.”

“1. Attitudes, values, needs and desires drive people’s relationships with brands, and thus their propensity to buy. Talking to their sense of self and identity is highly commercially effective, even in incredibly rational ‘nuts and bolts’ categories such as breakdown cover.”

“2. Emotional advertising is highly data-driven. It’s only with deep and robust, rational data and analytics that a business can have the confidence to leap into an emotional communications strategy.”

“3. Media mix is your body language. Delivering an emotional campaign effectively relies on big, emotive channels on a one-to-many basis.”

“Rational message matrices are seductive in their complexity – we all like to think we’re the cleverest marketer in the room, but the clever marketer says one thing, beautifully, to as many people as possible. As a business, the campaign has given us the confidence to believe in the effectiveness of our brand and, more importantly, our new strategy, with a focus on our new target audience of Freedom Seekers.”

17
Q

According to Cheryl Calverley, what were the three key learnings from the AA’s transformation journey?

A

Emotional advertising, data-driven decision-making, and media mix.

18
Q

In the context of emotional advertising, why does Cheryl Calverley emphasize the importance of deep and robust data and analytics?

A

To build confidence in an emotional communications strategy.

19
Q

How does Cheryl Calverley describe the role of the media mix in delivering an emotional campaign effectively?

A

Media mix serves as the body language of the campaign.

20
Q

What term does Cheryl Calverley use to describe the new target audience of the AA’s strategy?

A

Freedom Seekers

21
Q

What did Sally rushton say

A

Sally Rushton in which she said, “People buy with emotions”.