Voskhod director of strategy Dmitry Donik presented results of the new research on the subject. Our colleague took part in the conference organized by the Real estate professionals association.
To conduct the experiment we developed 3 advertising layouts of fictional developer. We used different communication approaches in each case: rational, emotional and provokative.
It turned out that the emotional communications have the biggest influence on the most involved audience (people who are planning to buy property within a year). If the customers take a longer perspective, the rational approach in advertising is more more efficient.