Chapter 14

The ROI of Woo: Starting, Sustaining and Improving the Relationships Business and Brands Have with Consumers

Mike Gadd and Jennifer Gadd

Abstract

Our analysis of over 600 ads, campaigns, and ideas for ads for packaged goods, automotive, retail, telecommunications, financial services, and not-for-profits indicates that of all the variables and relationships examined the emotional connection with advertising—that is, how it makes consumers feel or how they want to feel—is the number one driver of purchase interest. This chapter examines how this finding might be expanded to measuring and understanding the importance of relationships consumers have with brands.

Total Pages: 263-278 (16)

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