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WWO: Marketers Underestimate Sales Effect of Creative

This week’s Cumulus Media | Westwood One Audio Active Group blog post looks at the results of an ongoing study by Advertiser Perceptions that surveys brands and media agencies on the sale contribution of five advertising effectiveness factors: Brand, Creative, Reach, Recency, and Targeting. Interestingly, marketers and media agencies massively underestimate the immense sales effect…
Jon Evans Cumulus Media Westwood One Audio Active Group Cumulus Media Westwood One Audio Active Group Advertiser Perceptions Advertiser Perceptions February

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