Do big TV campaigns work?

Published:  22 July, 2011

NORTHAMPTON: Big spend TV campaigns work only if supported by direct marketing activity says research by Fast.Map and Marketing Week.

The advertising 'Effectiveness Tracker' shows that while catchy television advertising is a sure-fire way for a brand to be remembered, it does not necessarily translate into extra sales.

Tesco leads the effectiveness ranking with 64% ad recall that converts 22% of respondents to buy something in store: B&Q's 43% ad recall converted into 28% sales: B&Q, Wickes, Ikea and Homebase all rank highly in the survey.

Tony Holdway, brand director at Wickes says: "Wickes is joint second in advertising recall with brands that outspend us heavily, which is encouraging. I believe our ads are creative and distinctive in our market sector and the public is engaged by that.

"The figures showing that people take action once they've seen ads might be higher if we advertised like our competitors and focused predominately on offers," he says.

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