New Research: Your Advertising Message Is Irrelevant

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According to this, the public isn't stupid, just overly emotional.

Dr Robert Heath, from the University of Bath's School of Management, found that advertisements with high levels of emotional content enhanced how people felt about brands, even when there was no real message.

However, advertisements which were low on emotional content had no effect on how favourable the public were towards brands, even if the ad was high in news and information.

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