Our Heads and Hearts: How Understanding Emotional Responses Helps Brands Support Vaccination Efforts
Editor's note: Eye square held a webinar on March 24, 2021, focusing on brand responses to vaccination efforts.
Is emotional messaging any more effective in influencing skeptical viewers? Eye square and Affectiva deep dive into the results of new research looking at what role brands can play in leading the COVID-19 vaccination efforts and how they might tailor their messaging to the context in which the advertising is shown.
- Is emotional messaging any more effective in influencing viewers?
- Is current vaccine advertising pressing the right emotional buttons?
- What role does context play for COVID-19-related communications?
- What is the position and importance of pharmaceutical brands with regard to vaccinations in a market currently dominated by a pandemic?
In the study, the emotional analysis is enhanced by typical key metrics on advertising effectiveness. It also includes a detailed investigation on implicit brand images using eye square's BrandReact.
Presenters:
Florian Passlick, Senior Research Consultant, Brand & Media Experience, Eye square
Alex Duckett, Account Director, Media Analytics, Affectiva
Our Heads and Hearts: How Understanding Emotional Responses Helps Brands Support Vaccination Efforts