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Advertising Age Article Abstract

IPA: Effective Ads Work on the Heart, Not on the Head

Efforts Appealing to Emotions Are Profit-Boosters, but Short-Term Results Are Difficult to Measure

By: Emma Hall
Published: July 16, 2007

Ad campaigns that appeal to emotions are more effective than rational ones at every level, according to a controversial report from the Institute of Practitioners in Advertising. ...

Full Article Word count: 744

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