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.
Keywords: Advertising, brand-consumer relationship, rule developing experimenttation,
CRM.
