CMOS, WIN BIG BY LETTING EMOTIONS DRIVE ADVERTISING; HIT HOME: Tap into consumers' feelings to create ads that are more likely to be believed and remembered.(CMO Strategy)(Complementary metal oxide semiconductor)

Advertising Age, August, 2007 by Hill, Dan

Byline: DAN HILL

It's hardly news to chief marketing officers that emotions matter. After all, as the chief defenders of their brands, CMOs are paid to take the long view, and part of the long view is remembering that loyalty is first and foremost a feeling the company should always be striving to promote among its key market segments.

That said, why else do emotions matter in marketing? Here are five reasons:

First, as brain science has proved, consumers feel before they think, and feelings happen fast. There has to be a "gotcha'' at the beginning of an ad because interest and relevancy can't wait until the end.

Not only does the rational argument-persuasion-come after the emotional connection has been made, rationality is...