MANAGEMENT SLANT
- Consumer insight influences creative work by shifting the orientation of creative execution toward emotional appeals, rather than functional appeals.
- Strong insights, as opposed to weak ones, are more efficient in shifting creative work toward emotionality, giving up less functionality, and gaining more emotionality.
- Consumer insight does not constrain creative staff to the original insight’s knowledge domain. Instead, it liberates them to pursue executional ideas related to, yet divergent from, the insight knowledge domain.
- Insight may be more important for the development of an emotional advertising appeal, because...