Emotional and rational advertising - differences

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Any business owner should know this. Otherwise, he will not be able to understand even the direction of thoughts of his advertisers. We are talking about the difference between emotional and rational advertising. Here we will tell about their specific differences, and also explain when it is better to press on the emotions of the buyer, and when on logic.



Rational Advertising - An Appeal to Reason
Marketing materials of this type appeal to the whatsapp phone number list consumer's consciousness.

The objectives pursued:

to inform;
clearly describe the beneficial properties;
convince of the reasonableness of purchasing the product.
Therefore, rational advertising is characterized by:



logical arguments;
facts;
numbers;
links to sources;
drier language, with a minimum of interjections, exclamations, metaphors, etc.;
use of comparisons, diagrams, tables, lists.
Rational advertising is suitable for: selling products that stand out in their category due to special properties. For example, durability, cost-effectiveness, quality of processing, etc. Rational advertising is especially important when the consumer buys an expensive and complex product and is ready to familiarize themselves with a large volume of relevant information.

Examples of such goods include: complex household appliances, office furniture, software, and production equipment.

Rational advertising is especially often used in B2B. After all, in the business segment, decisions are often made collectively, based on sober calculations.