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Impact of Emotional Ads on Brand Recall and Brand Attitude

This study examines the influence of emotional advertisements on brand recall and attitude. Different ad strategies are tested in a theoretical model to determine their effectiveness. Positive and negative emotional ads are compared with informational ads to measure brand awareness and attitude change.

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Impact of Emotional Ads on Brand Recall and Brand Attitude

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  1. Measuring the Effect ofInformationaland Emotional Ad Strategies onBrand Recall and Brand AttitudeSean BaileyJennifer Lee

  2. Eww.. That’s gross

  3. Oh, I recognize that design!

  4. Hmm… I think I actually want that bag!

  5. Brainstorming & Jotting down ideas • Negative feelings led to positive outcome! • But.. Maybe I began to like it because it’s Louis Vuitton! • Shocking advertisements are easier to recall. • I wondered which would be more effective, positive feelings or negative feelings?

  6. Theoretical Model (2X3 Design) Brand Awareness X Ad Strategy = Effect Informational High Awareness Brands Brand Recall Positive Emotional Low Awareness (Fictitious) Brands Brand Attitude Change Negative Emotional

  7. Group 1 Show Advertisements with High brand awareness (REI, Nike, Patagonia, Reebok, Adidas, etc) • Group 2 Show the same advertisements with fictitious brand names and logos (Adobe Photoshop)

  8. Positive emotional ads • Negative emotional ads • Informational ads

  9. Positive emotional ads • Negative emotional ads • Informational ads

  10. Positive emotional ads • Negative emotional ads • Informational ads

  11. Positive Emotional Ads (Upbeat)

  12. Positive Emotional Ads (Warm)

  13. Negative Emotional Ads

  14. Informational Ads

  15. Theoretical Model (2X3 Design) Brand Awareness X Ad Strategy = Effect Informational High Awareness Brands Brand Recall Positive Emotional Low Awareness (Fictitious) Brands Brand Attitude Change Negative Emotional

  16. Brand attitude -Yoo & MacInnis (2005) -Four items (like-dislike, positive-negative, good-bad, favorable-unfavorable) -Each item scored on a seven-point semantic differential scale. Like Dislike Positive Negative Bad Good Unfavorable Favorable

  17. Brand recall Open-ended question Top of mind awareness Q: Please write down ALL brand names used in this experiment

  18. Questions and Comments Please! 

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