What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
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V large profit gains (% reporting)<br />
Emotional campaigns outper<strong>for</strong>m rational, info-based campaigns…<br />
“Emotional advertising campaigns are more effective & more profitable than<br />
rational campaigns - even in 'rational' categories…”<br />
35%<br />
30%<br />
31%<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
26%<br />
16%<br />
Emotional Ad Strategy Combined Rational Ad Strategy<br />
Campaign strategy<br />
Les Binet & Peter Field<br />
Marketing in the Era of<br />
Accountability, 2007<br />
(IPA dataMINE analysis study on<br />
880 case studies).<br />
“…The most effective advertisements of all are those<br />
with little or no rational content”<br />
4
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