Two predominant forms of agency philosophy

There are two predominant forms of agency philosophy, rational and emotional, as well as combinations thereof.

Rational creative philosophies are based on linear-sequential hierarchical approaches to how advertising works (Ambler 2000; Belch and Belch 1998; Lannon 1986; Palda 1964; Vakratsas and Ambler 1999). The essence of these philosophies is a belief that communications work in a hierarchy of effects moving along a continuum based on the awareness-comprehension effect on attitudes and action (Vakratsas and Ambler 1999). Well-known examples of these philosophies are "argument," "problem-solution," "preemptive," the "USP," and "positioning."

Emotional models, in contrast, pander to more impulsive, irrational and sensual models of buyer behavior. They postulate that buyers are less rational in their purchase decisions and so moods, colors and feelings about products may be just as important as functional information (Ogilvy 1983). Well-known, primarily emotional philosophies include brand image and identity, resonance and anomaly.