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Unleashing the Power of Emotion in Advertising

Updated: Jul 6, 2023


power of emotions in advertising

Research by The B2B Institute (LinkedIn) underscores the importance of Emotions in Brand Building for both B2C and B2B Markets.


When it comes to advertising, capturing buyers’ attention is just the beginning. To truly strengthen the buyers’ preference for your brand, two main approaches can be taken. The first is to focus on conveying relevant and compelling functional aspects of your products or services through clear communication. This approach relies primarily on rational advertising, where emotions take a secondary or even absent role.


Alternatively, you can create strong associations between your brand, the buying experience, and a set of emotions that ignite a desire to choose your brand. This is the realm of emotional advertising, where explicit product messages may not be necessary. The key is to evoke positive feelings when people think of your brand, even if they struggle to articulate why. These emotional connections have the advantage of being deeply ingrained in memory, surpassing the impact of functional messages.


While it’s commonly believed that B2B (business-to-business) decision-making is mostly rational, data suggests that emotional factors play a more significant role than expected. Case studies analyzing the importance of rational and emotional considerations in purchase decisions demonstrate that the difference between B2B and B2C (business-to-consumer) decision-making is only marginal.


More importantly, top-of-the-funnel brand building is found to make a much higher impact when an emotional strategy is applied. Reaching out to a broader audience to create a brand image and develop positive brand associations, using emotionally targeted ads is found to work better in most case studies observed by The B2B Institute.


In conclusion, understanding and leveraging the power of emotions in advertising is crucial for building strong brand preference. By creating emotional associations with your brand, you can cultivate a positive response when buyers think of your products or services. Whether in B2B or B2C contexts, recognizing the impact of emotions in decision-making allows for more effective advertising strategies. Embrace the potential of emotions in your advertising campaigns and unlock a deeper connection with your audience.

*some parts of the content are AI-supported.

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