{"id":2354,"date":"2026-04-22T20:00:00","date_gmt":"2026-04-22T20:00:00","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2354"},"modified":"2026-09-29T20:09:04","modified_gmt":"2026-09-29T20:09:04","slug":"creative-is-the-engine","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/copywriting\/creative-is-the-engine\/","title":{"rendered":"Creative is Not a \u201cNice to Have\u201d \u2013 It\u2019s the Whole Dang Engine"},"content":{"rendered":"\n<p class=\"has-medium-font-size wp-block-paragraph\">Let\u2019s pretend your client\u2019s Radio campaign is a car.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Reach? That\u2019s the tires. Strategy? That\u2019s your GPS. Budget \/ Repetition? Absolutely, that\u2019s the gas tank (enough \u201cfuel\u201d is very important). But the creative? That\u2019s the engine that actually <em>moves<\/em> the thing forward.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">And according to a massive study by Nielsen and NCSolutions \u2013 we\u2019re talking 450 campaigns across all kinds of media \u2013 guess what accounted for <strong>49% of the sales lift<\/strong>?&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Bingo. The creative.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Meanwhile, targeting (the thing most advertisers <em>obsess<\/em> over) was responsible for just <strong>11%<\/strong>. Eleven! We\u2019ll call that the cupholder.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">The crazy part \u2013 most marketers feel that only around 21% of ad effectiveness comes from the creative \u2013 when 49% does! And that 25% of ad effectiveness comes from targeting \u2013 when only 11% does! See video link from <em>Cumulus Media | Westwood One Audio Active Group<\/em> at the end of this article that illustrates this wide gap between perception and reality.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Great creative is the part that makes people <em>care<\/em>. It\u2019s the spark. The story. The laugh at a red light. It\u2019s what earns trust, grabs attention, and gets remembered.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Wouldn\u2019t you like to separate yourself from all the other advertising salespeople out there who are touting all the same old crap \u2013 like reach, station rankings, demographics, impressions, etc.???!!!&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">If your clients would ever question why you spend time crafting, refining, and rewriting radio scripts \u2013 tell them this: <strong>\u201cCreative drives ROI.\u201d<\/strong> Period. Not in the fluffy, artsy way. In the measurable, customers-in-the-door, dollars-in-the-till kind of way.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Every time you present a campaign, you&#8217;re handing your client either a rusty old beater or a sleek, emotional powerhouse. They both might get airtime, but only one\u2019s going to get results.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Want to sell more effectively, renew easier, and cause your clients to love you more?&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Make better ads.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><em>Here\u2019s a link to an 11-minute video from the \u201cCumulus Media Westwood One Audio Active Group\u201d YouTube channel that summarizes the studies mentioned above very nicely<\/em><em>.<\/em> <a href=\"https:\/\/www.youtube.com\/watch?v=p-wZxQaROuI\" target=\"_blank\" rel=\"noopener\"><em>https:\/\/www.youtube.com\/watch?v=p-wZxQaROuI<\/em><\/a><em><\/em>&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><em>Note: At about the 4:30 mark, it says, \u201cCreative is a key driver of advertising performance\u2026 second only to investment levels\u201d. Meaning, don\u2019t skimp on the number of ads you schedule. Repetition is very key. Targeting, not so much.<\/em>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s pretend your client\u2019s Radio campaign is a car.&nbsp; Reach? That\u2019s the tires. Strategy? That\u2019s your GPS. Budget \/ Repetition? Absolutely, that\u2019s the gas tank (enough \u201cfuel\u201d is very important). But the creative? That\u2019s the engine that actually moves the thing forward.&nbsp; And according to a massive study by Nielsen and NCSolutions \u2013 we\u2019re talking [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2355,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Let\u2019s pretend your client\u2019s Radio campaign is a car.  Reach? That\u2019s the tires. Strategy?...","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[565],"tags":[],"class_list":["post-2354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Creative Is the Engine of Effective Radio Advertising<\/title>\n<meta name=\"description\" content=\"Great media can\u2019t rescue a weak message. 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