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Research talk @WHU-Campus Vallendar by Prof. Dr. Werner Reinartz, University of Cologne

Prof. Dr. Reinartz gave a research talk about his latest work on “The Sales Effect of Creativity in Advertising”.
After evaluating the concept of creativity, he discussed the research approach in detail.
The findings indicate that TV advertising creativity does have a significant incremental effect on sales performance. The effect of creativity is sizeable.
Highly creative televised spots achieve approximately 42% higher ad elasticities than average commercials.

 

For more informations:

http://www.reinartz.uni-koeln.de/index_en.asp