Cold hard facts may not make as entertaining an advert th...

To this end, storytelling advertising ... 2016). In contrast with more factual ads, storytelling ads don't always feature the product but rather focus on conveying the brand values through emotion-laden stories....

The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as a function of their age and for certain blocks of scenes.

may increase their willingness-to-pay for aluminum-free products, even though the claims are · not supported by scientific evidence. The digital era magnifies the severity of this problem, especially in the social media context, as it is difficult to identify and remove misleading ads · before it is seen by a potentially large number of consumers. Regulators, the media, and competing firms have taken an active role in debunking such

Sound familiar? As you know, the FTC requires infomercials to disclose that they are paid advertisements. This raises the question whether online entertainment that is also advertising ought to contain similar disclosures.

The FTC looks especially closely at advertising claims that can affect consumers’ health or their pocketbooks – claims about food, over-the-counter drugs, dietary supplements, alcohol, and tobacco and on conduct related to high-tech products and the Internet.

Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this notion and shows that such commercials also create more positive feelings toward the advertised brand.

A creative response happens when an ad makes a person feel that the brand is ahead of the game or imaginative — a class all its own. This is achieved by perfecting the tone of the voice-over, proper casting, setting, storyline and even the background music.

Consumers who are very skeptical about the truth of advertising claims are more responsive to emotionally appealing ads than ones peppered with information, according to a new study.

The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as ...