Almost half of young women would pause to read a Salon Selectives ad if
they saw it in a magazine aimed at them, but just 20 per cent would read
a Colgate ad right through, according to new research from the IPC Young
Moreover, the study found that only 26 per cent of those questioned
actually liked the Colgate ad, which shows a large white space as ‘a
close-up of a Colgate Platinum tooth’, while 89 per cent gave the thumbs
up to a Boots 17 execution, featuring a topless hunk covered in kisses.
IPC’s survey, ‘The Ultimate Guide to Girls’, used qualitative and
quantitative research to question more than 700 young women aged 14-19
about their attitudes to advertising.
The qualitative study took 12 specific ad campaigns that have run in
young women’s magazines over the past year, and aimed to represent the
categories which consistently advertise in the young women’s market. The
brands also included Tampax, Clean and Clear and Midland Bank.
Other results indicated that 57 per cent of young women liked the
Midland ad and 20 per cent were planning to open an account. Sixty four
per cent liked the Clean and Clear ad and 47 per cent are planning to
buy the product.
The survey also found that 90 per cent of young women would be likely to
buy a product they’d previously seen advertised in a magazine. Seventy-
six per cent said they would be more likely to buy a product if a
magazine had recommended it, while 84 per cent believe the editor of a
magazine influences the ads that appear in it.