EG Day 1: Importance of Creative

Two of the studies presented in the first panel of the Empirical Generalizations conference found that content is very significant. A study of television advertising effectiveness by Len Lodish and colleagues concluded that: If television advertising doesn’t work in the short term, it doesn’t work in the long-term either. If it works in the first year, its impact is doubled over the next two years. The implication is that companies should generate more than one campaign (3-6 campaigns in 3-5 test markets were indicated by studies at Campbell’s ) and screen with pretests to choose the best one to run.

A study presented by Leslie Wood found that the most dramatic influence on the effect of advertising in influencing brand purchases is creative copy. She said they could tell within 6 to 8 weeks whether creative was working in the market. She said companies often pull effective creative too soon. “We don’t see advertising on long enough to wear out,” Wood said. “They will pull it when it is doing well and put in something that is poor.”

Creative is a hugely important variable and lack of testing is critical issue for the industry. One of the reasons testing is not used more extensively is that some pre-testing is ineffective and impact of content is often overshadowed by brands. Lodish urged using in-market pre-testing as a more effective approach.

Chuck Porter of Crispin Porter + Bogusky gave several examples of effective creative

A Burger King Ad was very successful when it ran in US, and was the best spot of the month when it ran in Germany in English.

Coke Zero Copyright Infringement, with actual unprepped lawyers. The product was the most successful new launch ever.

Robert Gunther