29
Nov

EMOTIONAL ADVERTSING IS FOR LIFE, NOT JUST FOR CHRISTMAS

At best, marketers have a reputation as practitioners of an imprecise science. At worst, we’re accused of making it up as we go along. In advertising we are particularly known for backing our instincts. Gut feeling will always have a role to play, but evidence-based marketing continues to grow in importance. EffWeek, the IPA’s annual conference on marketing effectiveness, is built around measuring and understanding marketing success. In Planning at The Union, we geek out over data, but the real benefit lies in helping brands spend their money more efficiently. This year’s conference brought the usual treasure trove of insights, but perhaps the most interesting was around the power of appealing to emotion.

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