Stories, Not Facts, Engage Consumers

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NEW YORK Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study, “On the Road to a New Effectiveness Model,” released this month.

The New York-based Advertising Research Foundation and American Association of Advertising Agencies set out to measure consumers’ emotional responses to TV advertising. What they discovered is advertisements that tell a branding story work better than ads that focus on product positioning.

Thirty-three ads across 12 categories—from brands like Budweiser, Campbell’s Soup and MasterCard— were analyzed by 14 leading emotional and physiological research firms.



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