创造持久印象（英文版）

Marketersknowthatemotionalresponseplaysanimportantroleinconsumerdecisionmaking,butmanystillpushexplicitmessagesinadsattheexpenseofemotionalrelevanceandcreativeengagement.So,shouldmarketersforgetabouttryingtosayanythingandjustmakeadsthatentertain?No,buttheyneedtobealotsmarterabouthowtheyconveyfunctionalbenefitsandevokeanemotionalresponse.Advertisingworksbestwhenitmakesamemorableandlastingimpression.ADVERTISING:MAKEALASTINGInourconnectedworld,theperceptionisthatpeopleare‘alwayson’butthatdoesn’tmeanthey’realwaysreceiving.Weknowpeopleactivelyblockcontentontheirdigitaldevices,andthatskippingadshasbecomesecondnature,especiallyamongyoungerviewers.INTRODUCTIONIskipadswheneverIcanIinstalledanadblocker/changedsettingsIlookawayfromscreen/dosomethingelseIdon’tmindadsSource:KantarMillwardBrown,AdReactionGenX,YandZ