What we know about rational advertising

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Despite new understanding of the importance of emotion in consumer decision-making, rational advertising largely remains the default industry approach. Its proven strengths are in driving consumer behaviour and sales short-term. However, long-term it...

Not a subscriber?

Schedule your live demo with our team today