Balderama-Creative-That-Sells-How-Advertising-Execution-Affects-Sales.docx - Balderama Aliyah F October 14,2019 A83 Prof John Xavier Chavez Creative

Balderama-Creative-That-Sells-How-Advertising-Execution-Affects-Sales.docx

This preview shows page 1 - 2 out of 3 pages.

Balderama, Aliyah F. October 14,2019 A83 Prof. John Xavier Chavez Creative That Sells: How Advertising Execution Affects Sales Hartnett, N., Kennedy, R., Sharp, B., & Greenacre, L. (2015). Creative That Sells: How Advertising Execution Affects Sales. Journal of Advertising, 45 (1) , 102– 112. doi:10.1080/00913367.2015.1077491 “If it doesn’t sell it isn’t creative.” This quote is according to the father of advertising, David Ogilvy. However does advertising sales really affect the sales of a product? Advertising execution that doesn’t increase sales doesn’t do any good to the brand and it is not worth making (Visaggio, n.d). A research to measure the effect of advertising in marketing sales was conducted by Stewart and Furse and was later replicated by Nicole Hartnet, Rachel Kennedy, Bryan Sharp and Luke Greenacre. According to the result of their experiment creativity in executing advertisements has minimal effect in market sales. The relevance shows good statistics record of consumer’s preferences. It shows variation in overall sales impact in every creative device related to sales effectiveness. The study served as
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read all 3 pages?

  • Fall '19

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors