Firstly, you have the actual creative good, the advertisement itself. Secondly, you have the media planning aspect, as you need to decide how, where and when to get the ad out. Last but not least, as you don’t start at zero, but are most likely working with an established brand, you have preexisting specifics (e.g. price or brand penetration).
According to a recent study by Nielsen, there is a shift taking place as to which aspect is deemed how important in contributing to a lift in sales. While the creative aspect of the campaign still is the most important factor (49 per cent), ten years ago this side of the campaign was thought to contribute up to 65 per cent. Nielsen argues due to breakthroughs in data and technology “media is playing a much larger role than before.” 500 packaged goods campaigns were considered for the study.
Download the chart here.
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