The Secrets of Emotionally Effective Advertising
By Dan Hill
Once advertising was all about being “on-message” and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don’t often admit to in business: people are primarily emotional decision makers.
Chapter 10: “Believability sticks” defines the types of advertising and what type is most emotionally persuasive and the implications of these various results.
Chapter 10 from About Face: The Secrets of Emotionally Effective Advertising, by Dan Hill, published October 2010 by Kogan Page. Copyright 2010 by Dan Hill. Reproduced by permission of Kogan Page.
Copyright © 2010 Kogan Page Ltd. All rights reserved.
"The new generation of talent is not hierarchical, and does not think of their job as work."— Gord McLean, President and CEO at Advertising Educational Foundation