At last, a book that puts ad creative in its proper place to drive brand success. Ad-itude empowers and advises advertisers and agencies to leverage the data to unleash creative power, impact brand performance, and out market the competition. Written by Peter Daboll, one of the leading minds in ad creative measurement, Ad-itude discusses how using data effectively throughout every stage of the creative process produces ads that consumers choose to view from beginning to end, rather than ignore. Daboll draws from his vast experience, exploring lessons learned throughout advertising history to present day, identifying obsolete rules that wrongly guide many marketers, while warning against modern-day modeling pitfalls. Ad-itude shows the difference between testing and guessing, and why experimentation is always better than relying on assumptions that lure marketers into dangerous ROI traps. Daboll s logical recommendations for an iterative versus sequential approach to measuring creative effectiveness guarantees maximum impact for any ad or campaign."