Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury
Uncensored CMO
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Balancing Creativity and Data in Advertising
The chapter explores the intricate balance between creativity and data-driven decisions in advertising, emphasizing the integration of the product into storytelling and the importance of research in shaping creative judgment. It delves into the power of distinctive brand assets and the lengthy process involved in building them successfully. The discussion also touches on measuring advertising effectiveness through metrics, pre-testing, and post-testing strategies, highlighting the challenges and opportunities in achieving a balance between short-term ROI and long-term brand building.
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