Cumulus Media | Westwood One Audio Active Group® has summarised the findings on creative best practices from  marketing effectiveness leaders such  Les Binet, Peter Field, Alice Sylvester, Byron Sharp, Leslie Wood, Paul Feldwick, Jenni Romaniuk, Andrew Tindall, and Orlando Wood. The key outtakes are:

·    Strong creative = better ad recall

·    Creative is vital to building attention

·    Beware the cost of dull

·    Creative consistency drives business outcomes

·    Brand early and often

·    Fewer words mean greater standout and site traffic

·    The fewer the messages, the greater the recall

·    Emotion is your best selling tool

·    Right brain elements drive future demand

·    Entertain for emotional gain

·    Use music

·    Create a jingle

·    Don’t worry about ad length or wear out

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Boring ads cost a fortune. A major new study by creative testing giant System1, Peter Field, the legendary “godfather of marketing effectiveness,” the IPA (The Institute for Practitioners in Advertising), and Adam Morgan, founder of eatbigfish, reveals brands have to spend significantly more media money on dull ads compared to interesting, non-dull ads.

“The Magic of Compound Creativity,” a new study from creative testing giant System1 and the IPA (The Institute for Practitioners in Advertising) found brands that have consistent creative foundations, a culture of consistency, and consistent executions generate much stronger creative test scores, brand performance, and business outcomes. You can download he research here. Compound Creativity - System1 Group

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Research conducted by the “godfathers of marketing effectiveness” Les Binet and Peter Field reveals emotion-based campaigns drive stronger brand equity and business outcomes.

System1 published “Listen Up!”, a major report on audio advertising effectiveness. The key finding was that the more you feel, the more you buy. Greater positive feelings earn a better star rating which predicts future market share growth. You can learn more about this research on the Radiocentre Ireland website here RadioCentre Ireland

If music creates emotion,  brand favorability increases, brand consideration increases, metrics that really apply directly to ROI. When it comes to all experiences, brands are realizing that emotional connection is more important than ever. Byron Sharp, author of How Brands Grow, says the key to success is creating consistent and constantly-used easy-to-remember brand assets that create distinctive memory structures which bring the brand front-of-mind when a consumer is shopping that category. Mark Ritson said that the jingle smashes all other distinctive assets in terms of building distinctive memory structures.

You can download Cumulus Media | Westwood One Audio Active Group® by clicking the button below.