With all the attention given to whether a marketer should shift media spending from traditional to online formats, it might be easy to lose sight of an important essential in advertising. comScore highlighted this problem in a recent present release. It’s all about creativity. Based on comScore’s findings, marketers need to focus on the creative aspect of their campaigns to boost their brands.

The comScore study revealed how various elements of promotion contribute to increased brand sales:

  • Ad quality: 52%
  • Media plan: 13%
  • Other (price, promotion, distribution): 35%

“Based on our years of research in this space, we’ve determined that the quality of the creative is four times more important than the characteristics of the media plan in generating sales,” said Jeff Cox, executive vice president of comScore ARS.

Cox also says there’s no substitute for getting creative right at the beginning of an ad campaign. Additional data from the comScore study shows that campaigns with an above-average creative strategy had a 70% rate of above-average campaign execution. This means thinking about how the product or service is used in the marketplace and how consumers perceive its position when campaign planning begins. It also means finding a new way to attract consumer attention without insulting or aggravating the audience. These days, marketers are definitely focus-testing potential campaign ideas with loyal consumers on social networks and in other ways.

It looks like Don Draper, of Mad Men fame, is onto something important when he obsesses about story.

[Source: Creative Up to 4 Times More Important than Media Plan. Comscore.com. 4 Oct. 2010. Web. 22 Oct. 2010]