When it comes to the effectiveness of advertising, who could know more
than the chairman of the IPA’s Advertising Effectiveness Committee?
We asked Hamish Pringle, aka chairman and chief executive of K
Advertising, when he was last moved to buy a product as a direct result
of an ad or marketing campaign. ‘My wife’s current company car is a
Renault Espace and we are looking to replace it. We had seen the ads for
the Ford Galaxy and were sufficiently impressed to try to buy one from
Ford of Ealing. We first went in three weeks ago only to learn that
there is only one Galaxy in the country to our specifications and that
it had just been sold. Since then, Ford of Ealing has failed to return
calls or arrange a test drive. It just goes to show that even a good
product, backed by very good advertising and PR, can go awry if there is
a lack of sales follow-through. I am beginning to like the look of the
Vauxhall Cintra.’
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