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The Emotional Edge
Chapter 15 from Never Always, Never Never
Why do emotional campaigns outperform rational ones over time? This chapter draws on Binet & Field's landmark research to explain the long-term advantage of emotional advertising and what it means for your marketing strategy.
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What you'll learn in this chapter
- 1.Why emotional campaigns generate stronger long-term business effects than rational ones
- 2.The research behind Binet & Field's effectiveness data and what it means for budget allocation
- 3.How to balance emotional brand building with rational performance messaging
- 4.Why "rational" advertising often wins in the short term but loses over time