NEW YORK: Strong creative plays a more important role than media plans in boosting sales, according to a new study.
ComScore ARS assessed numerous digital and TV ad campaigns, measuring the shift in shopper preferences via a "simulated purchase exercise" among one panel exposed to communications, and one which was not.
It found 52% of any increase in market share could be attributed to the "quality" of the creative work concerned.
Media plans – including variables like gross rating points, wear out, continuity and scheduling – provided just 13% of this growth.
Broader dynamics such as price, promotion and distribution were responsible for the remaining 35%, the company stated.
ComScore ARS assessed numerous digital and TV ad campaigns, measuring the shift in shopper preferences via a "simulated purchase exercise" among one panel exposed to communications, and one which was not.
It found 52% of any increase in market share could be attributed to the "quality" of the creative work concerned.
Media plans – including variables like gross rating points, wear out, continuity and scheduling – provided just 13% of this growth.
Broader dynamics such as price, promotion and distribution were responsible for the remaining 35%, the company stated.
(06 Oktober 2010)
Why we should creative?
Because we should fulfill our customer needs. We give our customer something different that can not be given by the other competitors. We must create something that can not be copied easily. By doing this, we can keep surviving. Customers also remain us as special brand in their mind. Some brands which have done this are Indomie and Lux Soap. No one can compete with Indomie as the most preferable noodle. If we are hungry and would like to eat noodle, we will remember Indomie. Meanwhile for Lux itself, it comes as stars soap. Lux always uses famous women celebrity in advertising. It creates that we will become the stars if we use Lux.
3 komentar:
lia kq jd marketing se??
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Because creative makes us able to give what customer need. Sekarang ini konsep penjualan sudah tidak berlaku lagi dimana perusahaan buat produk maka pasti ada yang beli. Konsep yang dipakai sekarang adalah konsep pemasaran dimana produk dibuat untuk memenuhi kebutuhan konsumen.
Menurutku selain kreatif , perusahaan juga harus punya strategi yang jitu. Kalau tidak ide kreatif itu tidak akan bisa berkembang bagus.
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