Frank Findley (ASRgroup/comScore) recently posted at the comScore blog, summarizing ASRgroup’s research findings from the past thirty years. According to this research, “…the advertising creative is four times as important in determining sales outcomes as the amount of media spent. Said another way, what we say and how we say it plays an even more critical role than how often we say it.”

According to Findley, the following are four tips for optimizing creative, within the e-commerce space:

1. Quantifying benefits.

2. Take advantage of multiple executions when communicating complex or higher order messages.

3. Don’t forget the emotional content!

4. Make the brand prominent.

(Image: Seven insights from holistic campaign testing; Frank Findley, Quirk’s Marketing Review April 2008)

via Frank Findley at comScore