Creative still powers advertising’s sales impact – but brand is growing in importance

Creative is still vital to boosting sales, but brand has an increasingly important role in driving the results of advertising, a study by insights provider NCSolutions has found.

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 NCSolutions, the research firm, that drew on analysis of the...

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