What Drives Advertising Effectiveness? Mark Ritson’s 10 Key Factors

What drives advertising effectiveness? This is the question that brand consultant and former marketing professor Mark Ritson focuses on in much of his work. As an authoritative figure on the topic, Ritson has conducted extensive research into which factors influence advertising effectiveness. The attached article looks at Ritson’s talk at thinktv’s “Media, Marketing & Effectiveness” event at the end of 2019. While this was a thinktv initiative, it’s platform-neutral.