[Food for thought] Why Marketers Shouldn’t Always Blame the Media via Advertising Age and Cassandras’ Advent

Media’s not the only driver

While marketers often focus on the impact of media, creative can drive sales and price premiums, too. In testing with consumers, Ameritest found viewers of different ads varied considerably in what they thought would be an appropriate price for a bottle of pain reliever, based simply on differences in the ads they saw. Ranges from high to low in average expected price based on which ads consumers saw are below:

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