Safeway Ad Tops Poll

Research for Marketing shows that Safeway’s Harry and Molly campaign achieved the greatest impact on TV viewers during 1996. It also revealed however that most people found it difficult to recall advertising when unprompted. Out of 1,000 people surveyed 7%, only 69 people, said that the Safeway ad, by Bates Dorland, had made the most impact on them, while BT came second with 4%.

John Smith’s Bitter came 5^th with a 2% score while most other campaigns were recalled by only 1%. These included Pizza Hut, Ford, Walkers Crisps and Tango Blackcurrent. Big spenders such as McDonalds and Coca-Cola failed to register a score.

…The National Society for the Prevention of Cruelty to Children sponsored this week’s issue of Marketing, in a deal which is the first of its kind for the magazine.

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