{"id":2729,"date":"2022-08-26T16:55:19","date_gmt":"2022-08-26T16:55:19","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/?p=2729"},"modified":"2022-09-01T15:59:07","modified_gmt":"2022-09-01T15:59:07","slug":"making-ads-that-make-an-impact","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/making-ads-that-make-an-impact\/","title":{"rendered":"Making Ads That Make an Impact"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2729\" class=\"elementor elementor-2729\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-56bfe26 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"56bfe26\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7651b0c\" data-id=\"7651b0c\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4624aca elementor-widget elementor-widget-image\" data-id=\"4624aca\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/making-ads-headline@3x-ptu9po6iyku59o8wh2p1j8llvbpbx9ta3ruo9mqiyg.webp\" title=\"making-ads-headline@3x\" alt=\"Making Ads that Make an Impact: Get Ready to Get Really Creative (and Really Committed)\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0a613dc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0a613dc\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-546d598\" data-id=\"546d598\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-24a6375 elementor-widget elementor-widget-text-editor\" data-id=\"24a6375\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>There\u2019s a scene in the mega-hit movie (based on the mega-hit book) Eat, Pray, Love where a friend tells Julia Roberts\u2019 character that \u201chaving a baby is like getting a tattoo on your face. You kind of wanna be fully committed.\u201d<\/p><p>Your campaign is your creative baby, and in order to give it the best possible chance of a long life filled with awards, accolades and international recognition, you need to give it your full commitment. Luckily for you, there won\u2019t be any late-night diaper changes or carpools with the bratty kids next door, but, <br \/>just like its real-life version, your creative baby is going to require you to pony up some moolah.<\/p><p>Cannes Lions\/WARC conducted a study, <br \/>The Effectiveness Code, to get a definition of \u201ceffectiveness\u201d that the global marketing industry could agree on. What they found was that the definition of \u201ceffective\u201d isn\u2019t universal\u2014it varies based on the campaign\u2019s overall objective and impact, like changing consumer behavior, sustaining sales success, or creating long-term brand growth.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1fb3e66\" data-id=\"1fb3e66\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2143f2b elementor-widget elementor-widget-text-editor\" data-id=\"2143f2b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>But during their analysis, they made a new discovery that marketing effectiveness (across objectives) is heavily influenced by a campaign\u2019s degree of \u201cCreative Commitment.\u201d Creative Commitment is a composite measure of the media budget, duration and number of media channels applied to a campaign \u2013 and it correlates very tightly with effectiveness. <br>Simply put, the more committed you are, <br>the more effective your campaign will be.<\/p>\n<p><b>When it comes to creative effectiveness, it isn\u2019t all about budget<\/b>. In fact, the study\u2019s authors found that the effectiveness of smaller budgets actually increase at greater levels of Creative Commitment. In other words, if you don\u2019t have a lot of cash but you can increase the duration or number of media channels, you have a pretty good chance <br>of seeing results.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed558a0 elementor-widget elementor-widget-image\" data-id=\"ed558a0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"300\" height=\"201\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/pie@3x-300x201.webp\" class=\"attachment-medium size-medium wp-image-2738\" alt=\"pie illustration\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/pie@3x-300x201.webp 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/pie@3x-768x515.webp 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/pie@3x.webp 1011w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-748c5aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"748c5aa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eaa54a5\" data-id=\"eaa54a5\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5a17da elementor-widget elementor-widget-text-editor\" data-id=\"d5a17da\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>So how do you up the media ante without piles and piles of money?<\/b> Byron Sharp, a professor of marketing science and author of How Brands Grow, found that mass-reach campaigns are more likely to reach the \u201clight buyers\u201d who drive brand growth. In study after study, multi-channel, cross-platform and integrated campaigns have all been shown to be more effective than single-channel efforts. Fortunately, there\u2019s no shortage of social media platforms and virtual communities available, providing you an abundance of opportunities to find the right audience.<\/p>\n<p>Another key ingredient to maximizing effectiveness: creativity. If spend, duration and number of media channels are the three layers of Creative Commitment, creativity itself is the icing on the effectiveness cake. The Cannes Lions\/WARC study found that creatively-awarded campaigns are much more effective overall at every level of Creative Commitment. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f80dfa6 e-con-full border-flower e-flex e-con e-parent\" data-id=\"f80dfa6\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2038ec8 e-con-full e-flex e-con e-parent\" data-id=\"2038ec8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eea4681 elementor-widget elementor-widget-image\" data-id=\"eea4681\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/creativity-rules@3x-pu14gn8b8qkccrjs8098zye16krlcfhohn568id4oq.webp\" title=\"creativity-rules@3x\" alt=\"crown illustration\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a5b928f elementor-widget elementor-widget-heading\" data-id=\"a5b928f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">CREATIVITY RULES<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a67b01d elementor-widget elementor-widget-text-editor\" data-id=\"a67b01d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Data2Decisions found that, after brand and market size, <span style=\"color: #b99258;\"><strong>creativity<\/strong><\/span> was the single biggest determinant of advertising profitability, and several times more powerful than the other levers marketers can control.<br \/>(WARC)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7cf5adb e-con-full e-flex e-con e-parent\" data-id=\"7cf5adb\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e98df36 elementor-widget elementor-widget-image\" data-id=\"e98df36\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/platform@3x-pu153a6du3jxyoo11aisjqqo7n6tq0cylor5bessu2.webp\" title=\"platform@3x\" alt=\"starburst images\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-569928e elementor-widget elementor-widget-heading\" data-id=\"569928e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">PLATFORM+<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56ed7d1 elementor-widget elementor-widget-text-editor\" data-id=\"56ed7d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A 2016 study conducted for the Advertising Research Foundation found that investing in cross-platform campaigns delivers a significantly higher ROI. Specifically, going from one platform to two <span style=\"color: #b99258;\"><strong>increases marketing ROI by 19%<\/strong><\/span>. <br \/>(ARF)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-876b478 e-con-full e-flex e-con e-parent\" data-id=\"876b478\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98f96ba elementor-widget elementor-widget-image\" data-id=\"98f96ba\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/building-buzz@3x-pu14gn8b0elmiin48stev9b5bo0anpsipgg7libnc4.webp\" title=\"building-buzz@3x\" alt=\"lightning bolt illustration\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd9de32 elementor-widget elementor-widget-heading\" data-id=\"dd9de32\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">BUILDING BUZZ<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16d9e6a elementor-widget elementor-widget-text-editor\" data-id=\"16d9e6a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Emotional campaigns, and in particular those that are highly creative and generate powerful fame\/buzz effects, produce considerably more <span style=\"color: #b99258;\">powerful long-term business effects<\/span> than rational persuasion campaigns.<br \/>(IPA)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0e7aa36 e-con-full e-flex e-con e-parent\" data-id=\"0e7aa36\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b08ddac elementor-widget elementor-widget-image\" data-id=\"b08ddac\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/synergy-effect@3x-pu14gp3zy8wn8w6joojyabzt6ec9o2w29bn5gz9y4q.webp\" title=\"synergy-effect@3x\" alt=\"venn diagram illustration\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52ee50f elementor-widget elementor-widget-heading\" data-id=\"52ee50f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">SYNERGY EFFECT<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1832f44 elementor-widget elementor-widget-text-editor\" data-id=\"1832f44\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A 2018 study from Kantar Millward Brown showed <span style=\"color: #b99258;\">integrated campaigns<\/span> are <span style=\"color: #b99258;\">31% more effective<\/span> at building brands. As well as incremental reach, integration delivers what Kantar calls a \u201csynergy effect.\u201d For example, digital video and TV working together actually creates an additional 25% of ROI. (Kantar)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-96b08d8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"96b08d8\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6b80323\" data-id=\"6b80323\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-155e023 elementor-widget elementor-widget-text-editor\" data-id=\"155e023\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Economics professor Werner Reinartz and research associate Peter Saffert found that creativity in advertising got more attention <br \/>and generated positive attitudes toward brands, but so far no one had proven that <br \/>it could lead to more sales.<\/p><p>So the two set out to conduct their own study, measuring the creativity of 437 television ad campaigns for 90 fast-moving consumer goods (soda, coffee, facial cleanser, laundry detergent \u2014 that sorta stuff) in Germany (because that\u2019s where they live) and then linking their creativity scores to sales figures for the products.<\/p><p>What they found kind of blows everything else out of the water. <span style=\"color: #b99258;\">One euro<\/span> invested in a <span style=\"color: #b99258;\">highly creative ad campaign<\/span> had, on average, <span style=\"color: #b99258;\">nearly double the sales impact<\/span> of one euro spent on a non-creative campaign. Reinartz and Saffert are saying you can double your sales just by doubling down on your creative thinking. How\u2019s that for motivation not to go with the tried and true (and boring) stock-footage-with-a-generic-headline advertising approach?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4bf6474\" data-id=\"4bf6474\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9145313 elementor-widget elementor-widget-text-editor\" data-id=\"9145313\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The authors go on to say that the impact of creativity was initially relatively small but typically gathered momentum as the campaign rolled out \u2014 more evidence for staying the course when you know you have a winner on your hands. So many of today\u2019s marketers don\u2019t have the patience to wait for results before moving on to the next shiny thing. In fact, the advertising industry has been reducing its Creative Commitment for years now, and thus reducing its own return on investment, not just its clients\u2019.<\/p><p>However, that opens up a great opportunity for those in know (ahem, that\u2019s you, by virtue of just reading this article) to gain an advantage. While competitors are decreasing media spend and duration, you can increase your Creative Commitment and rapidly gain market share \u2014 not to mention a fully engaged audience. Combined with great creative and emotional storytelling, you\u2019re solidifying your chances of creating an enduring brand icon. And that, effectively, is as hard to ignore as a face tattoo.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-22d439f e-flex e-con-boxed e-con e-parent\" data-id=\"22d439f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f1504af elementor-widget elementor-widget-image\" data-id=\"f1504af\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"54\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness-768x54.jpg\" class=\"attachment-medium_large size-medium_large wp-image-2881\" alt=\"creative effectiveness\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness-768x54.jpg 768w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness-300x21.jpg 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness-1024x72.jpg 1024w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness-1536x109.jpg 1536w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/creative-effectiveness.jpg 1866w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-576bd4e elementor-widget elementor-widget-heading\" data-id=\"576bd4e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FOR COMMITMENT-PHOBES<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-584447c elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"584447c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>We know, we know. It\u2019s one thing to say you\u2019re all in and quite another to stick with your campaign when someone over at MetaFaceSpaceGram declares that hologram advertising is the way of the future. Take a pause, do your yoga breathing, and follow our four easy steps to committing with conviction.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2e372a elementor-absolute elementor-widget elementor-widget-image\" data-id=\"d2e372a\" data-element_type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/smiley@3x-pu1eu5dl63u4mnaac8r5tjby52xm4xuck6negjbyng.webp\" title=\"smiley@3x\" alt=\"smiley\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07c7538 elementor-absolute elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"07c7538\" data-element_type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/heart@3x-pu1eu5dmu6rix0hefxcbr3je7mwx8oqwno4uu9jqd4.webp\" title=\"heart@3x\" alt=\"heart with arrow through it\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9bd806a e-flex e-con-boxed e-con e-parent\" data-id=\"9bd806a\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4ff98a4 e-flex e-con-boxed e-con e-parent\" data-id=\"4ff98a4\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8d214b3 e-flex e-con-boxed e-con e-parent\" data-id=\"8d214b3\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1ee1246 elementor-widget elementor-widget-image\" data-id=\"1ee1246\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/play-icons@3x-pu1f4kf674m1gfqm035ppirty6wen1az4e1hiii49q.webp\" title=\"play-icons@3x\" alt=\"play icon\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f0160 elementor-widget elementor-widget-heading\" data-id=\"b7f0160\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. GET A RUNNING START.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06c3edf elementor-widget elementor-widget-text-editor\" data-id=\"06c3edf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>You\u2019ll already be laps ahead of your competitors if you start with a clear objective and tight campaign strategy. What is it that you\u2019re trying to achieve? Although every brand aspires to icon status, sometimes a change in purchasing behavior is what\u2019s needed at the moment.<\/p><p>The important thing is to manage expectations about what the campaign is intended to do. That will inform what creative strategies to use, when to measure results, and, perhaps most crucially, how much to budget. As we\u2019ve seen, creative (financial) commitment correlates directly with (sales) effectiveness.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-14072bd e-flex e-con-boxed e-con e-parent\" data-id=\"14072bd\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-21199d9 e-flex e-con-boxed e-con e-parent\" data-id=\"21199d9\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c21c42e elementor-widget elementor-widget-image\" data-id=\"c21c42e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/lightbulb@3x-pu1gxmsza9ol4p8627o0b3oiae73grm2qfrhg211jy.webp\" title=\"lightbulb@3x\" alt=\"light bulb icon\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfb55dc elementor-widget elementor-widget-heading\" data-id=\"bfb55dc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. TAKE A CREATIVE LEAP.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-742819c elementor-widget elementor-widget-text-editor\" data-id=\"742819c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\tIt takes courage and guts to step out of your comfort zone and put new ideas out into the world \u2014 but a whole new level of success awaits you on the other side. Even though it may seem a bit riskier, there is conclusive evidence that creative work (with award-winning work qualities) is likely to be more effective than ordinary work. (Hurman and Field).<br><br>If your advertising is informed by your campaign strategy and objectives, the most original and unique creative execution is your best bet for engaging with your audience.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e57c735 e-flex e-con-boxed e-con e-parent\" data-id=\"e57c735\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1158945 e-flex e-con-boxed e-con e-parent\" data-id=\"1158945\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-d6ec973 e-flex e-con-boxed e-con e-parent\" data-id=\"d6ec973\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-756d766 elementor-widget elementor-widget-image\" data-id=\"756d766\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/pin@3x-pu1h0h9dxgff91dp2ifd9qkx0vaj7ptklso91v8w1o.webp\" title=\"pin@3x\" alt=\"map pin icon\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe5f6de elementor-widget elementor-widget-heading\" data-id=\"fe5f6de\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. LAND WHERE YOUR \nAUDIENCE IS.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5026e84 elementor-widget elementor-widget-text-editor\" data-id=\"5026e84\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Speaking of your audience, make sure you\u2019ve done your research. Because when you have a clear idea of what your audience is reading, watching and listening to, you\u2019ll be able to amplify your media strategy and increase the impactfulness of your campaign \u2014 even if you don\u2019t have a giant budget to work with. By landing on the right channels, your media dollars will go even further, increasing reach and effectiveness without wasting spend on the wrong audience.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-40d9849 e-flex e-con-boxed e-con e-parent\" data-id=\"40d9849\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-ce07ca3 e-flex e-con-boxed e-con e-parent\" data-id=\"ce07ca3\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c66ce8 elementor-widget elementor-widget-image\" data-id=\"5c66ce8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/elementor\/thumbs\/expand@3x-pu1h12voan8z8ialcy2bd6tf25ua5560kmhrqxasc6.webp\" title=\"expand@3x\" alt=\"expand icon\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-761c596 elementor-widget elementor-widget-heading\" data-id=\"761c596\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. EXPAND WHEN YOU <br>FIND SUCCESS<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d4cc243 elementor-widget elementor-widget-text-editor\" data-id=\"d4cc243\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This may be the most obvious piece of advice, but it seems to be the most difficult for marketers to follow! We all enjoy novelty, but what humans love even more is the familiar, the predictable and the trusted. We are creatures of habit, and before you try to deny it, ask yourself why your hand magically seems to find a chocolate sweet every afternoon around 3pm, or how many times you\u2019ve listened to your favorite CD (are those still around?) on repeat.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>There\u2019s a scene in the mega-hit movie (based on the mega-hit book) Eat, Pray, Love where a friend tells Julia Roberts\u2019 character that \u201chaving a baby is like getting a tattoo on your face. You kind of wanna be fully committed.\u201d Your campaign is your creative baby, and in order to give it the best [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":3230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"issue":[222],"collection":[],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2729"}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=2729"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2729\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/3230"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=2729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=2729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=2729"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=2729"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=2729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}