Marketing Forum

RE: Does high recall equal crap ads?

R R — Wed, 19 Dec 2007 16:35:49 GMT

I don't disagree with Nicholas but just take one example of Shiela's wheels. If the ad had helped them, they would be the market leaders..

RE: Does high recall equal crap ads?

Dan White — Wed, 19 Dec 2007 15:49:56 GMT

I agree with Nicholas that recall is a powerful indicator of ad effectiveness - there's a lot of Millward Brown data to support this. For example, advertising that's good at increasing ad awareness for a brand tends to be more effective at enhancing brand perceptions too (as well as sales). But it is only half the story. I remember a TV campaign featuring the Simpson's characters for a washing detergent in France. Great recall but the associations it created for the brand had no effect on the French housewife. So, recall is, on average, a good thing but strategy will always be just as important.

RE: Does high recall equal crap ads?

Nicholas Ward — Tue, 18 Dec 2007 15:29:58 GMT

If people rememder ads then the brand will follow, now what they are remebered for is a different matter and needs to reflect well on the brand( obviously this doen't always happen). High ad recall is vital in advertising and anyone who thinks that awareness doesn't matter should get out of this industry quickly. So can award winning ad gain recognition as well as awards from their peers, heres hoping.

RE: Does high recall equal crap ads?

Hugh Bessant — Tue, 18 Dec 2007 12:53:09 GMT

Awards don't usually get given to the highest selling album (sorry, showing my age, CD or download or whatever), most attended movie or the biggest selling book, do they?

RE: Does high recall equal crap ads?

David Tiltman — Tue, 18 Dec 2007 12:39:45 GMT

Yes, shame on those nasty marketers who won't sign off a wacky little number ripped off from an obscure Eastern European artist who's all the rage on some God-forsaken online community. Anyone would think they wanted ads that actually worked.

Think I'm having a bad day too.

RE: Does high recall equal crap ads?

Phil Hickes — Tue, 18 Dec 2007 11:30:15 GMT

I've had a bad day...

RE: Does high recall equal crap ads?

Phil Hickes — Tue, 18 Dec 2007 11:29:06 GMT

Good, creative ads also rate high in recall. And high recall doesn't equate to good advertising.I remember standing in dog shit last week - so what? What would be more pertinent would be figures on people who recalled the ads who then went and purchased from that supplier. All these type of articles do is fuel the fire of those uninspiring and unimaginative people who can found snuffing out great creative throughout the ad industry.

Does high recall equal crap ads?

brandrepublic.com — Tue, 18 Dec 2007 09:25:27 GMT

The ads featured in Marketing's Adwatch of the Year received high recall but they won't win any creative awards. Are ads that people remember effective? Read the story of the brands with the highest recall and the ads with the highest recall.