Show and tell advertising falls flat…

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Proctor and Gamble, masters of rational propositioning, have spent the last ten years measuring the effectiveness of provoking an emotional response in their advertising and much to their horror have found advertising designed to provoke an emotional reaction is 900% more effective than a purely rational approach.

So next time you’re writing a brief or reviewing creative spend a little more time considering how good, happy, clever, successful and maybe even sad you want your audience to feel.

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Show and tell advertising falls flat…

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