Ad Age reports in its September 28th online edition that the inherent importance of brands may be on the decline, but that brands still matter overall.
Ogilvy & Mather’s study points out that how much they matter is correlated with what country you’re talking about. “The consumer…wants marketing that helps. And one thing that stood out in the research is that customer service, exclusive offers and deals and charitable giving impress consumers far more than celebrity tie-ins and guerilla advertising” (para. 7). Research respondents also said that Coke is an expert on happiness!
Not long ago advertising pros used to say that rational reasons for purchase are not enough, that an emotional “hook” is essential to attract customers. Perhaps emotion is now, in fact, dominant and has become the driving force behind purchase decisions for consumers.
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