Cognitive versus Emotional Strategy

marketing-profs-2010-benchmarkA Red Lobster commercial is a good example of selling sizzle where someone is pouring butter on hot steaming lobster, but it is not the food per se that incites emotion– it is the smiles, the party like atmosphere and the togetherness of family which makes the marketing tool most effective to draw customers.

Stan Mack, author for the Houston Chronicles wrote concerning factors that add to the emotional appeal:

Many factors determine the effectiveness of emotional marketing. Variations in consumers’ value systems, for example, might cause your advertisement to stimulate different emotions in various consumer groups. People’s wishes and desires also change significantly as they move through the stages of life. For instance, an advertisement that stimulates an emotional response in adolescents might have little effect on 40-year-olds and no effect at all on senior citizens. In other words, for your emotional marketing to be effective, you must understand the needs and emotions of the consumer groups you plan to target [Factors Section].

In essence, all things cultural, that is (a) family, (b) beliefs, and (c) ones desires and wishes are summed up in a commercial that sells the sizzle, and not necessarily the food so to speak. Further, a good memorable occasion.

On the other hand a cognitive strategy, would allow one to gain information about the product being offered. For example, a yogurt company advertises and adds that the product is good for digestive tracts [GI Tract], while also using women as the associative gender, because women are most likely to eat yogurt, and also most likely to care about their digestive health. Hence, the educational value of the product has been confirmed compared to other commercials and brands that do not provide the information, nor a hint of educational value is given.


The Effects of Emotional Marketing

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