Thursday October 1, 2020

Media World

Ad awards are merely targeting bottom line

25th September, 2010

The upcoming Advertising Effectiveness Awards (ADFX) have been running every two years since 1996,but this year they have a more zeitgeisty feel than usual.

Now that the bottom line has outranked more or less all other criteria when it comes to assessing the impact of a particular ad, it’s notable that the ADFX judges have allocated 80 per cent of the marks to ‘‘effectiveness’’ and only 20 per cent to creativity.

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