Bill Harvey wrote a thoughtful piece recently on the dwindling impact of creative on sales in the digital era. And he's not alone in this assessment. Other academics have written on the decline in advertising effectiveness. Notably, Peter Field, Karen Nelson-Field, and Orlando Wood have highlighted that branding campaigns no longer build mental availability as they used to. In his post, Bill listed a series of potential reasons for why this might be the case. But understanding why is not enough. As an industry, we must stop this trend. After all, if creative had zero impact on sales, then it would make no difference if a customer saw your ad or your competitor's. And in that environment, it would be illogical for anyone to advertise.
Measuring Creative Quality Will Grow Sales
