Operating Principle

2–4 min read

Emotional Campaigns Build Reach; Rational Campaigns Convince the Convinced

Emotional Campaigns Build Reach; Rational Campaigns Convince the Convinced

Emotional Campaigns Build Reach; Rational Campaigns Convince the Convinced

Emotional advertising builds broad reach; rational advertising persuades already-warm buyers.

Emotional advertising builds broad reach; rational advertising persuades already-warm buyers.

Emotional advertising builds broad reach; rational advertising persuades already-warm buyers.

Emotion builds long-term memory while rational argument works best near purchase.

Emotion builds long-term memory while rational argument works best near purchase.

Emotion builds long-term memory while rational argument works best near purchase.

Emotion builds long-term memory while rational argument works best near purchase.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Emotion builds long-term memory while rational argument works best near purchase.

Supporting Evidence

Les Binet and Peter Field.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Use rational content late; invest in broad emotional creative; measure long-term effects.

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