- 12. Oktober 2010
Creative Up to 4 Times More Important than Media Plan
A recent Comscore ARS study found that 52% of shifts in brand sales are attributable to the quality of creative making creative far and away the single most impactful driver of sales change.
For context, media planning elements like GRPs, wearout and continuity/flighting account for 13% of sales change and price, promotion, distribution and other elements account for the remaining 35%.