Magazine article Marketing

Big Spenders Lead the Way as St Ivel Beats the Real Thing

Magazine article Marketing

Big Spenders Lead the Way as St Ivel Beats the Real Thing

Article excerpt

Once again the Adwatch chart is dominated by the big spenders, Mars, McDonald's, P&G and Kellogg's. And once again the argument for creativity has to take a back seat if awareness is what you are playing for. It is not so much the spend of these companies but the consistency with which they drum home their message. Of course, outspending your rivals two to one does help.

The sluggish advertising market has meant only 19 new campaigns this week. Even car advertisers have abandoned TV this year. They normally saturate the charts for the pre-August registration rush. Ford is at fourth place with 65% recall. It is hotly pursued by Vauxhall Astra which maintains a presence in the spontaneous chart. Renault also features there, having recently advertised the 19 and the Clio.

Kellogg's more palatable form of serious fibre cereal "the Bran Flake" is in at 56% with advertising which is seeking to reassure eater as to it palatability. For a number of years fibre has been at the top of the list in terms of dietary concerns. …

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