![]() In addition to the five key elements, the research also notes the impact of “brand factors” related to the intrinsic characteristics, such as price and penetration, which also affect the overall result. While creative remains the undisputed champ in terms of sales drivers, from Nielsen Catalina Solutions highlights how the other elements of factor into the overall sales picture. With the transformation of the advertising industry over the past several years, the balance has shifted.Īnd as a result, it’s important for advertisers to understand how the different levers of advertising affect sales so they can make better, more informed decisions about how to plan their campaigns. In 2006, Project Apollo found that 65% of a brand’s sales lift from advertising came from the creative. ![]() It was a pretty simple formula: Good creative sold products, bad creative didn’t. ![]() But it wasn’t too long ago that creative was the most important part of the mix by far. ![]() If you would like more detailed.įor every ad campaign they execute, brand and agency leaders have to decide on an array of variables: how much to spend on creative development and testing whether to seek high reach or more precise targets the context for the message and how to add an element of recency to deliver the ad prior to the next expected purchase. For more detail and insight, download Nielsen's second quarter 2016 Global Consumer Confidence Report.
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