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


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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
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