Studies highlight importance of creative over targeting

Advertising and marketing and company executives surveyed by Westwood One say that advert concentrating on is the most important motive for efficient promoting — opposite to a 2017 NCSolutions examine that confirmed creativity is the most important motive for efficient adverts. “Regardless of how good a plan you place collectively … if the inventive does not resonate or have an emotional impression, it may drag the entire thing down,” says Westwood One and Cumulus Media’s Pierre Bouvard.



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