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There has in recent years been an acknowledgement that effective advertising requires more than just being creative. According to research company Nielsen Catalina Solutions, the creative aspect remains crucial and is arguably one of the most important factors in campaign success, but a number of other elements also contribute including reach, targeting, recency and context. The research also considers the impact of brand factors related to the intrinsic characteristics including price and penetration which also impact the effectiveness of an advertising campaign. Given the proliferation of available data, is it getting harder to prove that advertising communication is responsible for a campaign’s effectiveness, rather than other factors such as price? And how important is creativity in ensuring a campaign’s success? While the advertising industry tends to see creative output as the holy grail, Ivan Moroke, this year’s Apex jury chair, believes the creative element is a means to an ...

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