Regional Press Is Effective In Building Brand Awareness
Regional press is effective in raising brand awareness and converting ad-recognition into sales when used alongside an outdoor campaign, according to a major advertising effectiveness study carried out by the Newspaper Society.
The study, which followed the effects of a national campaign for Imperial Leather, shows that a combination of regional press and outdoor advertising is considerably more effective than a standalone outdoor campaign.
According to the Newspaper Society, recognition levels for the combined campaign were around 23%, compared with just 16% where posters were used in isolation. Ad-awareness increased for twice as long and declined by significantly less in the areas where regional press was used and brand familiarity in those areas was found to be 41% higher.
The number of respondents considering trying the product following exposure to the campaign was also significantly higher (26%) in areas where regional press activity was used in conjunction with outdoor advertising.
Commenting on the findings, David Hoath, marketing director of the Newspaper Society, said: “This particular case has again proved that regional and local press is a medium that brand managers can place their faith in. It has shown that our medium is effective at driving brand awareness, familiarity and consideration to purchase.”
Chris Thompson, marketing manager of the company that produces Imperial Leather, added: “Being a national FMCG brand we have always relied heavily upon broadcast media in our brand communications. However, in a rapidly changing media landscape, communications effectiveness is essential, particularly when launching a new product in a crowded market, where it is vital to be seen.”
Last week the Newspaper Society released the results of study which suggests that brands believe they must continue to pour money into online publishing in order to maximise their return on investment (see Online Publishers Believe They Must Up Investment).
Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk
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