By  on May 24, 2017

As consumers become more divisive, merchants are charged with curating unique and purposeful ad messaging. The “Advertising: Make a Lasting Impression” report released by market research firm Kantar Millward Brown explains that brands that strike harmony in communication, branding and entertainment will fare the best against multiplying, stiff competition.

Marketers armed with robust research on its target audience are able to accurately devise authentic messaging. “Emotional meaningfulness is about a brand being more liked by consumers than other brands, and emotional difference is about a brand behaving in a way that makes it seem more dynamic or progressive than other brands,” the report said. It recommends that marketers regard the full picture of its consumer — not just her shopping preferences — to inform new initiatives that are emotionally meaningful.

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