- Due to the rise of digital, there are now two distinct approaches to advertising: the creation of macro impact branded ideas to get people talking about a brand and the creation of micro contact branded content that nudges consumers along a purchase funnel.
- Creativity and effectiveness don’t just go together like love and marriage, there is a causal relationship between them.
- Creativity drives effectiveness through the use of emotion to generate both fame in the short run and price inelasticity in the long run.
- The best way to use creativity to drive effectiveness is to get the...
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