Does creative execution really impacts branding? Advertisements that
perform best tend to reveal the brand early on according to our
findings. Similarly, lighter backgrounds, high contrast, and dynamic
messages improve branding and click through response. Adding a phone
number enables your auditorially preferenced visitors to pickup the
phone and interact with the ears and voices. Another study concludes
that using as few words as possible improves results. The use of brand
logos and the use of human faces improves digital advertising results
too. ref: The impact of content and design elements on banner
advertising click-through rates
Edmund K. Hershberger, Ritu Lohtia and Naveen Donthu, Journal of
Advertising Research, Vol. 43, No. 4
The ultimate goal of advertising is sales, am I right or am I wrong?
David Ogilvy once said: 'I do not regard advertising as entertainment
or an art form, but as a medium of information. When I write an
advertisement, I don't want you to tell me that you find it "creative".
I want you to find it so interesting that you buy the product' (Ogilvy,
1983).