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The importance of branding & emotion in TV advertising

The importance of branding & emotion in TV advertising

Posted on: May 2, 2023
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Just as it turns people in stars, TV turns brands into household names. Research has repeatedly shown that emotive advertising campaigns are by far the most effective, both in creating large business effects like sales and profits and in driving brand fame and mental availability.

Drawing on a body of existing research, this module examines how emotion, memory and branding work in TV advertising.

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