This week’s Cumulus Media | Westwood One Audio Active Group© blog looks at the two different types of advertising copy – rational copy rooted in features and benefits and emotional-based copy that can be used to build brands.
Key takeaways:
- According to Binet and Field, the rational approach to advertising (relevant and useful targeted activation) works together with the emotion-based approach that “creates positive feelings and associations” via broad reach ads that are “interesting and enjoyable.”
- Emotion-based creative builds stronger brands and generates greater business outcomes.
- Scientific studies of consumer response reveal greater engagement with audio narratives versus video storytelling.
- Emotions guide and simplify our decision making: Positive emotional responses lead to a positive evaluation of choice.
- According to authors John Kearon, Orlando Wood, and Tom Ewing, ads should build familiarity, create positive emotion, and make things easy to process.
- Podcast listeners prefer funny and entertaining ads but say they are more likely to hear rational podcast ads that communicate features/benefits.
- Grainger is a business-to-business brand whose audio creative does an outstanding job with an emotion-based creative approach in their “The ones who get it done” campaign.
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