Research for a CPG category in the Journal of Advertising Research suggests that emotional messaging is more effective in wealthier countries. The authors propose that:
- “In low-GDP countries, where consumers aspire to being part of global consumer culture — and see brands as a means to do that — practitioners should use a global appeal when they want to develop their brand and build brand knowledge. Cartoons, children, and analogies/metaphors are the elements that should be included in the message.”
- In mid-GDP countries, practitioners should employ an experiential appeal to help create brand awareness, improve brand attitude, and develop brand uniqueness.
- Experiential appeals should also be applied when advertising in high-GDP countries. While these may boost brand attitude and brand uniqueness, it may not increase brand awareness.
For more on this topic, check out the Advertising Tab in Morning Coffee .
See all 5 Cups articles.