Abstract:

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that emotions and feelings are much more important. These old popular models were empirically tested to find which elements of ads really drive people to buy products. The findings transform advertising research practices and provide important implications and guidance for strategic brand management. The key learning was that the feeling about the brand is the most important element, and successful brand management means ensuring the brand is represented in a way that people will like and can relate to in all communications.