Adam Morgan on the cost of dull advertising
On Strategy Showcase
The Cost of Dull Campaigns
A study found that a dull campaign could achieve the same impact in share gain as an interesting one by spending an extra 10 million sterling. In the US market, 47% of tested TV ads were considered dull. To match the impact of the top 25% interesting ads, the bottom 75% would have to spend an additional 24 billion, indicating the high cost of dull campaigns in comparison.
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