Advertising, with its strong focus on creativity and use of ever-evolving media technology, remains a bit of a mystery, explains David Stewart, LMU emeritus professor of marketing and business law, in Branding Strategy Insider: “Yet the things that make advertising effective are well known. They have been well documented in academic literature and articulated by creative directors with remarkable clarity. This is not to suggest that there is a ‘formula’ for effective advertising as there will always be a place for the creative big idea. Nevertheless, there are guidelines that can increase the likelihood that an advertisement will be successful.”
Source: Branding Strategy Insider
One Simple Test for Effective Advertising
