Does brand recall get worse the more we see online ads?
Updated: Company has now confirmed it will permanently end production.
The courage to take the huge decision to globally recall its Galaxy Note 7 smartphone, and the speed at which Samsung moved, has drawn plaudits from PR experts.
According to Ipsos' analysis of recent infant milk-powder ads in HK, it seems impossible to find an ad that doesn't showcase happy babies—along with promises of these babies becoming smarter. It is a challenging task for manufacturers and advertising agencies to rise above the noise, and mis-attribution to competitors is a common problem. That said, three brands have managed to stand out, albeit with room for improvement.
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.
The anti-dandruff shampoo's use of a celebrity endorser secures a top spot in the recall table and the approval of Boni Santos.
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