Creative is still the most important advertising component for driving short-term sales growth, but the role of brand has increased in the last few years.

These insights emerged from a study by research firm NCSolutions drawing on analysis of the short-term sales lift generated by television and digital ads in 450 campaigns. The findings – which were compared to similar studies in 2006 and 2017 – were presented at the Advertising Research Foundation’s (ARF) conference in New York.

Why it matters

Advertising is a multifaceted discipline that requires the successful combination of numerous elements to make an impact. Understanding the...