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Kindling The Gift-Giving Spirit

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Executive Summary

Advertisers have the creative control to strengthen an ad's emotional appeal. They can show particular ads to offset a television show's demeanor, offering up happy or calming emotions to the viewer when watching a drama that evokes sadness or anxiety, said Rucker, associate professor of marketing and the Richard M. Clewett Research Professor at Kellogg. "Furthermore, marketing managers with flexible mediums, such as online and digital media, are able to tweak their messages to the mood of the population at large, even as the mood changes."

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