Love and desire in the digital world
Nick NorthGfK Media
OUTLINE
Advertisers want to make people love their products. People, on the other hand, love television programmes, magazines, websites - media content. This paper explores how and why love of content, be it the written word or moving pictures, can drive desire for products, how advertisers can exploit this bond, and can encourage media and consumer brand loyalty. As a precursor to this, the paper describes the current debate on engagement, and asserts that the understanding of emotional engagement delivers greater actionable insight than the behaviourist observation of advertising...