Emotional marketing in the entertainment industry: how feelings affect the perception of advertising

The study analyzes the mechanisms of emotional marketing impact on consumer perception of advertising in the entertainment industry. Using a mixed methodology (EEG neurotesting, surveys, A/B testing), key emotional triggers (joy, nostalgia, fear) were identified, demonstrating a 120-230% increase in advertising campaign effectiveness compared to traditional approaches. Results show that emotionally engaged customers generate 306% higher Lifetime Value (LTV), while cross-cultural content adaptation boosts engagement by 65%. Practical recommendations include implementing neuromarketing tools and personalized interaction scenarios.