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The Way We Were
Those with lots of gray hair in this business (including the authors) will recall that the eminent dean of measurement, the ironically named David Poltrack, determined that 70% of the effectiveness of a TV ad was related to the creative content — even Google quotes it. Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly).
Full Paper: Find A Way: The True BIG Creative