Part 1 – Don’t confuse advertising recall with effectiveness
“Be Wise, Advertise”
by John Fanning
In the late 1920’s in America there were two leading brands of ready-to-eat cereal; Post and Kelloggs, when the depression came, one stopped advertising the other continued to invest.
In the 1970’s in the UK there were two leading brands of toilet paper, Delsey and Andrex, when the recession cause by the oil crises came, one stopped advertising the other continued to invest.
The lesson is obvious and there are many other examples because there is well documented evidence from every recession of the twentieth century to show that businesses who continued to invest in advertising emerge much stronger than their competitors who don’t.
Ireland is no exception and a new analysis of the 160 award-winning case histories from the Irish Advertising Effectiveness Awards, 1996–2014, shows the different ways advertising works for businesses and the return on marketing investment and increase in shareholder value that can be expected.