Online marketing sites are buzzing with the revelation that a bad campaign can hurt a brand.
This finding was announced last week by Dynamic Logic, based on an analysis of over 170,000 creative executions (yes, that’s what the firm said). It shows that brand image and purchase intent are undermined when the creative “falls below its potential.”
All well and good, but the real takeaway for us is in this line: “Not enough time is spent producing and testing high quality ads.” (Emphasis ours). continue reading…