{"id":35302,"date":"2010-10-14T01:38:15","date_gmt":"2010-10-14T00:38:15","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=35302"},"modified":"2010-10-14T01:38:15","modified_gmt":"2010-10-14T00:38:15","slug":"research-shows-advertising-creative-is-more-important-than-media-buy","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/research-shows-advertising-creative-is-more-important-than-media-buy\/","title":{"rendered":"Research Shows Advertising Creative is More Important than Media Buy"},"content":{"rendered":"<p><a href=\"http:\/\/www.comscore.com\/Press_Events\/Press_Releases\/2010\/10\/comScore_ARS_Research_Highlights_Importance_of_Advertising_Creative_in_Building_Brand_Sales\"><img decoding=\"async\" class=\"alignleft size-full wp-image-35305 lazyload\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/160;margin-right: 10px;\" title=\"presentation\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/10\/presentation.jpg\" alt=\"presentation\" width=\"200\" height=\"160\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>New research from comScore ARS Group<\/a> provides a new vision of the marketing budget with creative positioned to take a bigger chunk of the upfront investment in advertising than media placement.\u00a0 The question is whether or not companies will actually take the research to heart and apply it to their own marketing strategies and budgets.<\/p>\n<p>Let&#8217;s take a closer look at the comScore ARS Group research findings.<\/p>\n<p><strong>First, here is what comScore ARS Group researched:<\/strong><\/p>\n<p>comScore ARS Group conducted research to determine, &#8220;the importance of sound strategy and strong creative elements in driving effective campaign execution for TV and digital advertising campaigns.&#8221;\u00a0 This wasn&#8217;t a quick study of a small population.\u00a0 According to comScore, the research was &#8220;extensive.&#8221;<\/p>\n<p><strong>Next, here is what comScore ARS Group learned:<\/strong><\/p>\n<p>Jeff Cox, executive vice president of ComScore ARS explains, &#8220;Based on our years of research in this space, we&#8217;ve determined that the quality of creative is four times more important than the characteristics of the media plan in generating sales.\u00a0 In fact, creative is the single most important factor and accounts for over half the changes in a brand&#8217;s sales over time.&#8221;<\/p>\n<p>Furthermore, the study found that 70% of campaigns with an &#8220;above-average creative strategy&#8221; in the study resulted in &#8220;above-average execution,&#8221; while 65% of campaigns with a &#8220;below-average creative strategy&#8221; resulted in &#8220;below-average execution.&#8221;\u00a0 In other words, ads with a strong creative strategy provide the results companies are looking for far more frequently and consistently than campaigns that lack creative strategy.<\/p>\n<p>The comScore ARS study found that the marketing variable which influence changes in brand sales in the United States in terms of the contribution those variables provide to sales changes are as follows:<\/p>\n<ul>\n<li>Ad quality = 52%<\/li>\n<li>Media plan = 13%<\/li>\n<li>Other (price, promotion, distribution, etc.) = 35%<\/li>\n<\/ul>\n<p><strong>Finally, here is what brand managers and marketers should start to think about based on the comScore research data:<\/strong><\/p>\n<p>On the surface, these are some compelling statistics, particularly at a time when marketers and brand managers are spending a lot of time on building relationships and social media connections rather than investing in the creative side of advertising.\u00a0 If nothing else, these statistics should act as a warning that the creative aspect of marketing and advertising is far from over.\u00a0 In fact, if this research is accurate, creative investments should still hold a significant portion of the marketing budget.<\/p>\n<p>This is just one more factor that marketing executives need to include in the strategy and budget planning process to ensure marketing fundamentals (including great creative) aren&#8217;t forgotten in favor of newer opportunities (such as social media).\u00a0 The best marketing plan will be well-integrated with a mixture of traditional and new media initiatives, all supported by great creative.<\/p>\n<p>What do you think of the comScore ARS research data?\u00a0 Will it affect your marketing budget and strategy?\u00a0 Leave a comment and share your thoughts.<\/p>\n<p><em>Image: <a href=\"http:\/\/www.sxc.hu\/photo\/1027447\">stock.xchng<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research from comScore ARS Group provides a new vision of the marketing budget with creative positioned to take a bigger chunk of the upfront investment in advertising than media placement.\u00a0 The question is whether or not companies will actually take the research to heart and apply it to their own marketing strategies and budgets. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":35305,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[6631,6633,232,6632,465,100],"class_list":{"0":"post-35302","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-advertising-creative","9":"tag-advertising-research","10":"tag-advertising-strategy","11":"tag-brand-creative","12":"tag-brand-research","13":"tag-brand-strategy","14":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Research Shows 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