The 'stopping power' of print ads has been quantified, with the release of first-ever ad effectiveness data from GfK StarchMetrix China, in partnership with Sinomonitor, who surveyed 20,712 magazine readers online to ask them about their recall of 3,598 ads that appeared in 30 different consumer magazine titles between May and October of 2012. These syndicated readership data will be released once every quarter by GfK StarchMetrix China.
Canon IXUS Cameras<br>
Mina, June 1, 2012<br>
Category: Cameras & Photography Supplies<br>
Noted Score: 91% (Percent of readers who “noted,” or read, the ad)<br>
Visited website: 36% (Percent of readers who noted the ad and took this action)<br><br>
In an age of ubiquitous smart phones equipped with high-quality cameras, Canon’s use of Hong Kong actress and singer/songwriter Ms. Karen Mok—posed against a pallet of vibrant colors—paid off with a noted score of 91% for this ad. Perhaps not surprising considering that Ms. Mok is a three-time Golden Melody Award winner.
Salvatore Ferragamo ATTIMO<br>
Fashion Weekly, June 7, 2012<br>
Category: Fragrances, Scents, & Perfumes<br>
Noted Score: 91%<br>
Visited website: 32%<br><br>
This ad on the cover of Fashion Weekly magazine featuring model Dree Hemingway, the face of floral fragrance ATTIMO, produced a noted score of 91%. Hemingway is well known in Asia as the result of, among other things, a lengthy fashion spread in Vogue China in the summer of 2010, the year ATTIMO was introduced.
OLAY White Radiance<br>
Rayli Her Style, June 1, 2012<br>
Category: Skin care<br>
Noted Score: 90%<br>
Visited website: 28%<br><br>
OLAY paired singer/hostess Dee Xu with model Lin Chi-ling in this spread for its White Radiance skin care product. Readers are enticed with the prospect of reducing “years of dullness” and a noticeable glow, something these endorsers certainly don’t lack.
HTC one Mobile Phone<br>
City Beauty, June 1, 2012<br>
Category: Telephone Equipment<br>
Noted Score: 89%<br>
Visited website: 33%<br><br>
Very few people get to jump from an airplane while taking pictures with their smart phone. No so U.S. photographer Tony Mac, whose “free-fall fashion shoot” enhances the standard product visual in this ad for the HTC one.
Mercedes-Benz ML 63 AMG<br>
Esquire, June 1, 2012<br>
Category: Cars & Light Trucks, Factory, Sales & Leasing<br>
Noted Score: 89%<br>
Visited website: 47%<br><br>
Bold colors aren’t de rigueur when marketing a car that produces in excess of 500 horsepower and can cost upward of 100,000 U.S. dollars. (Seriously impatient motorists can pay even more to garner an additional 50 “horses”.) Hence this ad’s message: “Reached the limit.” Indeed.
Sony Series 14P Laptops<br>
Femina, June 19, 2012<br>
Category: Computers<br>
Noted Score: 89%<br>
Visited website: 36%<br><br>
Since certain electronic devices (think iPhones) can become virtual extensions of one’s personality, why not a laptop computer? This youthful dancer not only shares color hues with her SONY Series 14P, she can capture the action for posterity.
Chow Tai Fook Jewellery Group<br>
Cosmopolitan, June 1, 2012<br>
Category: Jewelry<br>
Noted Score: 89%<br>
Visited website: 34%
<br><br>
When it comes to retailing all that glitters, it’s hard to beat the fast-growing Chow Tai Fook Jewellery Co., whose stores are fixtures on the shopping streets of China’s major cities. The models in this Cosmopolitan are far from the urban hustle and bustle as they contemplate the perfect wedding gifts.
Solari Carpet<br>
Fashion Home, May 20, 2012<br>
Category: Floor Coverings & Fibers<br>
Noted Score: 87%<br>
Visited website: 30%<br><br>
This ad, noted by 87% of readers surveyed, exudes tranquility in the form of spherical carpet samples juxtaposed with lily pads—an unlikely combination that garnered attention by not simply showing a fully carpeted room.
Amway Laundry Detergent<br>
U+ Weekly (Family), June 2, 2012<br>
Category: Laundry Soaps & Preparations<br>
Noted Score: 87%<br>
Visited website: 36%<br><br>
U.S.-based, international direct seller Amway not only offers up a variety of striking cloth colors in this ad, its full line of detergents promises to clean and protect them as well. Proving that ads for everyday household cleansers can be just as attention-getting as some luxury items.
Boloni Total Solution Kitchen<br>
Fashion Home, May 20, 2012<br>
Category: Retailers-Home & Building<br>
Noted score: 85%<br>
Visited website: 28%<br><br>
One of China’s largest furnishings providers, Boloni has achieved great success with its fully integrated kitchens featuring designs ranging from classic carved woods to minimalist modern fixtures. This ad in Fashion Home garnered the attention of 85% of survey respondents.
