商品簡介
At last, a book that puts ad creative inits proper place to drive brand success.Ad-itude empowers and advises advertisersand agencies to leverage the data to unleashcreative power, impact brand performance,and out market the competition.Written by Peter Daboll, one of theleading minds in ad creative measurement,Ad-itude discusses how using data effectivelythroughout every stage of the creativeprocess produces ads that consumerschoose to view from beginning to end,rather than ignore. Daboll draws from hisvast experience, exploring lessons learnedthroughout advertising history to presentday, identifying obsolete rules that wronglyguide many marketers, while warningagainst modern-day modeling pitfalls.Ad-itude shows the difference between testingand guessing, and why experimentation isalways better than relying on assumptionsthat lure marketers into dangerous ROItraps. Daboll’s logical recommendations foran iterative versus sequential approach tomeasuring creative effectiveness guaranteesmaximum impact for any ad or campaign.
