Cutting through the haze

Argues that it is impossible to demonstrate a general correlation between creative excellence and marketplace effectiveness, whether positive or inverse, because ads and their circumstances, and the ways in which one can be creative, are so varied.

Cutting through the haze

Are 'creative' campaigns more effective, less effective or about as effective as 'uncreative' campaigns? Winston Fletcher of Delaney Fletcher Bozell attempts to untangle the relationship between creativity and effectiveness

Winston Fletcher

There are numerous impenetrable questions about advertising. How does advertising work? Are burst campaigns more, or less, effective than drip campaigns? How do you compare the cost of a page in colour with that of a 30-second commercial?

One crucial question seems destined never to be answered. It was being discussed half a century ago, and people are still debating it. It is that tiresome...

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