Emotion
Human beings are 'feelers' before they're 'thinkers'—campaigns that elicit strong emotion are more likely to produce long-term brand effects, drive sales, and grow.
"Emotional campaigns, and in particular those that are highly creative and generate powerful fame/buzz effects, produce considerably more powerful long-term business effects than rational persuasion campaigns." — [[The Long and Short of it.pdf]]
This is a function of the two-system way that we process information.
"Advertising need not be informative to be effective, nor need be verbal only; emotional and visual elements enhance preference." — How Advertising Works
"Attitude toward the ad is a significant moderator in the formation of brand attitudes." — How Advertising Works
"Ad likability highly correlates with brand preference." — How Advertising Works
System1 Group's "star rating... predict sales and growth impacts by measuring emotion, letting you make ads that entertain for commercial gain. In a study spanning 264 brands and over 4,000 ads, weight of media (ESOV) predicted 27% of brand growth. When ESOV is combined with Star Rating, the level of predictiveness increased to 48%." — Test Your Ad, Ad Testing Platform
"If you want to predict the effectiveness of an ad – its potential to drive growth – the simplest and best way of doing that is to measure people’s emotional response to it." — Emotional Advertising for Ad Effectiveness
"Because highly creative campaigns are strongly associated with both emotional responses and fame effects, they are extremely effective and efficient: on average around ten times more efficient than creatively non-awarded campaigns." — [[The Long and Short of it.pdf]]
"91% of people prefer brands to be funny" and "72% would choose a brand that uses humor over competition" — Kantar via Humor Has Left the Chat
"The more crowded the category is with choice, the more vital it is that we harness the priming effects of emotional advertising" — Effectiveness in Context
"This 'thinking myth' is one of the most dangerous and pervasive in marketing nowadays. It explains our continued misguided obsession with 'messages', 'propositions', and 'Reasons to Believe'. It's the reason why so much research is useless. And it leads to advertising that expensively underperforms." — How Not to Plan
"Liking is the single best predictor of ad effectiveness... Emotional associations have big impacts on long-term brand preference" — How Not to Plan