Ad Campaigns Boosted By Newspaper Interest

Research by Propeller Marketing Communications has revealed that the Wonderbra poster and magazine ads were the most written about ads in the national press during the first quarter of 1995.

The campaign generated 28 stories in the national daily and Sunday newspapers and form the first of the new wave of “Ads that Make News”.

Propeller’s findings show posters from Disclosure, the movie starring Michael Douglas and Demi Moore, took second place with 23 stories – 22 stories came during an intensive blitz in March alone. A total of 555 stories in the national press were generated between January and March 1995, from a total of 325 ad campaigns. Broken down month by month this equates to 212 stories in January; 125 in February and 218 in March. These covered about 128 different campaigns in January; 80 in February and 117 in March.

The top newspapers for running stories about ads in the first quarter were: The Guardian with 69 in total, Today with 64 and the Daily Express with 53.

Martin Loat, Managing Director of Propeller said, “Sex, controversy, and celebrities are the vital ingredients in Ads That Make The News. The ads that most often feature in national newspaper editorial stories have at least two of these ingredients … Given that PR exposure can add great communications value to a campaign at low cost, I expect we will see more agencies briefed from the outset by the clients to create ads that make news”.

For further information call Martin Loat or Mark Terry on 0171 636 6300