Concord study backs creative work

Advertisers who buy creative poster campaigns can save hundreds of thousands of pounds because they need so few sites to achieve an acceptable level of recall, according to new research by the poster specialist, Concord.

Advertisers who buy creative poster campaigns can save hundreds of

thousands of pounds because they need so few sites to achieve an

acceptable level of recall, according to new research by the poster

specialist, Concord.



The study graded 77 campaigns from 1997 into ’good’, ’average’ and

’poor’ creatively. It gave the Leith Agency’s Irn Bru campaign as an

example of good creative; an average example was McCann-Erickson’s ads

for Bacardi, while Gartmore’s ads for PEPs was rated as poor.



Public awareness following each was monitored and, from this,

researchers were able to devise a formula, estimating the number of

sites needed to achieve average awareness among the public.



They found that poor campaigns needed 54 per cent more 48-sheet sites

than those of average creativity in order to achieve the same

impact.



To put it in financial terms, a car advertiser would need to spend an

extra pounds 315,000 on sites for a medium-weight campaign with poor

creative, compared with an average campaign. Good car advertising would

need a third fewer panels than an average campaign for the same

recall.



The average saving made across all sectors by a good ad over a poor ad

was pounds 650,000.



Nigel Mansell, the managing director of Concord, said: ’This study

brings out the huge difference that having really good creative can

make. The amount of money that advertisers can save is enormous.’



The research also found a significant difference between categories.



For example, car campaigns of average quality need a quarter fewer sites

than entertainment advertising to achieve the sector average recall.



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