Download the Whitepaper
Based on foundational work from Adam Morgan and Peter Field looking at IPA data on rational vs. emotional advertising and media spend figures, the Cost of Dull research becomes even clearer when adding in emotional response data from System1’s Test Your Ad database.
Here’s what you’ll learn from the whitepaper:
- The problem of Dull – how did we get here? What are the ‘Four Horseman of the Dullocalypse’?
- The Cost of Dull for US and UK consumer and B2B ads – we examine total TV ad spend, the growth efficiency of ads and the extra spend needed to match the long-term market share of non-dull ads
- How to defeat Dull – what elements in advertising prevent Dullness?
- What does non-dull look like – what are examples of entertaining ads in traditionally Dull categories?
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