ARF Annual Conference
What do we really know about advertising? Some "empirical generalisations"
Geoffrey PrecourtWARC Online
What do we really know about advertising? Well, it depends who you ask. An agency may tell you that brilliant creative sells and keeps selling. A network-television executive may insist that audience weight is the most effective way to move products. A CPG marketing director will echo his management team and tell you that the quality of a spot or the size of an audience makes no difference at all if there's no metric for return on the investment in advertising.
For an...