Emoti-coms

A marketing guide to communicating through emotions

Charles Bal, Xavier Quattrocchi-Oubradous

182 pages, parution le 14/09/2011

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Résumé

The marketing shift from eyeballs to emotions

Marketing is broken. Every day, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time.

A share of heart, not a split-second of attention, must now be the goal of all marketers

Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication - and consumers - can benefit from this.

Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from their marketing investments.

Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of this new and powerful way of getting your message out to the world. This is a fascinating and provocative read for all marketing and communications professionals.

Sommaire

Rationality : a theory of economists, a myth in business
What we should know about emotions
How emotions matter to consumers
Emotion, the holy grail of brands ?
Share oh heart, the new paradigm of communication

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harriman House LTD (Hh)
Auteur(s)	Charles Bal, Xavier Quattrocchi-Oubradous
Parution	14/09/2011
Nb. de pages	182
Format	21,5 x 14
Couverture	Broché
Poids	250g
Intérieur	Noir et Blanc
EAN13	9781906659721
ISBN13	978-1-90665-972-1