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.
About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:
· Keep it simple
· Make it relevant
· Be memorable
· Focus on faces
· Always sell hope
· Don’t lead with price
Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.
Being on-message was the hallmark 20th-century advertising. Being both on-message and on-emotion is the hallmark of 21st-century advertising. Scientists and psychologists now argue that people are emotional, not rational, decision-makers. Grounded in psychology and neurobiology as well as a study of advertising tactics, this new book from Dan Hill (author of "Emotionomics") provides ten rules that enables companies and advertising agencies, large and small, to be more effective. "About Face" benefits from Hill's decade of research into facial coding, the tool describes in Malcolm Gladwell's "Blink" and showcased in the TV series "Lie to Me." Improving advertising results requires leveraging emotions, creating a lively brand personality, addressing people's values, and recognizing their search for shared meaning via social media. Loyalty, after all, is a feeling.
Author: Dan Hill
ISBN: 9780749457570
Format: Hardcover
Pages: 224
Dimensions: 152 x 240
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