2. Emotional response to
advertising, as opposed to logic
and information, is what
motivates consumers to
purchase a product
Retrieved via Flickr; Credit: Mark Lythgoe & Chloe Hutton / Wellcome Images.
3. THE EMOTIONAL SELL
"People make decisions with
their hearts, information is
secondary".
"Stand out from the crowd"
"Have confidence in the future"
"Enjoy a sense of well-being"
Canva stock photos
14. USING CELEBRITIES TO ESTABLISH
EMOTIONAL CONNECTIONS
Strategy utilized since the '30's, when Babe Ruth
was used to promote a soft Drink called "Red
Rock Cola".
Provokes emotional response such as: desire,
adventure, sex appeal and popularity.
Brands need to utilize someone that personifies
they message they are trying to convey
Consumers want to look like, perform like, and
live like these famous people.
Research shows sales increases of
approximately 4% when a celebrity is signed.
Brand examples of success using this strategy
are: Nike, Pepsi, CoverGirl and Proactive.
Retrieved via Flickr https://flic.kr/p/zfx7os
17. Lovemark Brands are those that
consumers develop a deep
connection with, that they
can't live without.
Social Media helps to foster
this attachment by owned
adverstisement, and promotion
by admired public figures.
Retrieved via Flickr https://flic.kr/p/p3UoQp
18. 3
L O V E M A R K
B R A N D S
HALLMARKS
Mystery
Intimacy
Sensuality
Canva stock photos
20. A
PERFECT
MATCH!
W I T H A C O M B I N E D
I N S T A G R A M F O L L O W I N G O F
1 0 6 . 3 M I L L I O N , A N D
P R O F I T S I N T H E M I L L I O N S
O F D O L L A R S F O R T H E I R
M U L T I P L E B R A N D S O F
C O S M E T I C S A N D F A S H I O N ,
T H E S E S I S T E R S H A V E
M A S T E R E D T H E A R T O F
C R E A T I N G A N E M O T I O N A L
C O N N E C T I O N W I T H
C O N S U M E R S V I A S O C I A L
M E D I A . Retrieved via https://flic.kr/p/BoCqn8
21. Beverage Industry. 105.8 (Aug. 2014) : 24. A work of heart:
consumers want an emotional connection from brand
marketing.
Turri, Anna ; Smith, Karen ; Kemp, . Journal of Electronic Commerce
Research; Long Beach14.3 (2013): 201-214. Developing affective brand
commitment through Social Media.
Bradic, L. (Sept. 30, 2015) Celebrity Endorsements on Social Media are
Driving Sales and Winning Over Fans.
https://socialmediaweek.org/blog/2015/09/brands-using-celebrity-e
ndorsements/
Greenman, A. (Sept. 10, 2014) 10 Of The Most Successful Celeb Endorsements
Of All Time.
http://www.therichest.com/rich-list/most-influential/10-of-the-most-succes
sful-celeb-endorsements-of-all-time/
Fulgoni, G. (Dec 2014) Journal of Advertising Research. “Omni-Channel”
Retail Insights and The Consumer’s Path-to-Purchase. How Digital Has
Transformed The Way People Make Purchasing Decisions.
Seiter, C. (Mar 4, 2014, Apr 26, 2016) The Science of Emotion in
Marketing: How Our Brains Decide What to Share and Whom to
Trust.
https://blog.bufferapp.com/science-of-emotion-in-marketing
Matrix, S. (2016) Module 2, Lecture 1: Promotional Media. Advertising
Strategies.
Matrix, S. (2016) Module 2, Lecture 2: Promotional media. Public Relations.
Citations
22. Schaefer, Kayleen. (Oct 21, 2016). Kylie Jenner Built A Business
Empire Out Of Lip Kits and Fan Worship. Vanity Fair.
http://www.vanityfair.com/style/2016/10/kylie-jenner-lip-kits-s
eed-beauty-colourpop
Oakley,T.(Sept11,2014). TheGrowthOfFearAppeals InAdvertising.
https://themarketingagenda.com/2014/09/11/the-growth-of-fear-appeals-in-advertis
ing/
Anita Whiting, David Williams, (2013) "Why people use social media: a
uses and gratifications approach", Qualitative Market Research: An
International Journal, Vol. 16 Iss: 4, pp.362 - 369
Loyalty Beyond Reason. http://www.lovemarks.com/learn/about/
Media Entertainment. (Oct 19, 2015). Ads With Impact: What
Messages Speak Loudest To Consumers?
http://www.nielsen.com/ca/en/insights/news/2015/ads-with-impa
ct-what-messaging-themes-speak-loudest-to-consumers.html
