IPA 1.4 - Emotional persuasion Flashcards
Why is creativity advertising’s ‘special sauce’?
- 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
- 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 - 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
- Therefore, with all the above mechanisms in mind, creativity helps improve business success.
why is tapping into emotions considered important in advertising?
To influence purchase decisions.
How does the effectiveness of messages laced with emotion compared to purely positive or negative messages?
They are more effective.
What role does creative storytelling play in advertising?
It allows brands to form deeper connections with their audience.
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?
Faces and people behind hosts, inspiring wanderlust, and supporting Afghan refugees.
System 1
It’s an automatic, nonconscious process that relies on gut feeling, experience and instinct.
In which System do we make most of our decisions in daily life
System 1
if we’re asked to complete the phrase, “Bread and [blank]”, our brains effortlessly provide the answer (butter) using which type of thinking?
System 1
System 2
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.
Emotional Influences on choice the mechanism
- Creativity in advertising influences brand choices by engaging with our unconscious thought process, often driven by emotions, during buying decisions.
- Creative storytelling, imagery, and metaphors access emotions rather than reason, creating positive brand associations and simplifying product comparisons.
- It can provide a reason to choose when there is no rational basis for decision-making
Why did the AA decide to overhaul its marketing strategy?
To address declining market share and membership
What change did the AA make to its marketing approach?
They led with the brand and introduced a memorable campaign.
What was the central theme of the new AA campaign?
Featuring a talented toddler singing Tina Turner’s “Proud Mary”
What was the outcome of the AA’s new marketing approach?
Improved profit and brand image
The AA: from spark-plugs to singalongs
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.
