Using Mail To Build Brands

The OIG reports ads designed to elicit an emotional response or that used metaphorical symbols of the brand’s value were generally more effective for branding than ads that described a product’s function.

Two previous studies by the OIG pointed to physical advertising’s strength in leaving a lasting impression and its ability to make an emotional connection with consumers. This time, the OIG extended its research to examine how physical advertising compares with digital advertising for branding purposes … (click to read more)