Magazine article Marketing

Amstrad's Ads Key into Success on the Small Screen

Magazine article Marketing

Amstrad's Ads Key into Success on the Small Screen

Article excerpt

Amstrad's ads key into success on the small screen

This week's prompted survey of computer manufacturers' advertising differs significantly from last year's: it only includes those companies that have pushed their products on television.

That one factor has inflicted a number of heavyweight casualties: IBM, Toshiba and Olivetti among them. The squeeze is on and many brands have abandoned their brief flirtations with TV advertising to hammer home their rams and benchtests in the less expensive pastures of the national press.

Alan Sugar's Amstrad may have had a difficult past eighteen months, but he can take some solace from the resilience of his company's advertising. Helped by a hefty spend - some [pounds]4m on computer products - and ads for the PC2286 which owe more to Wildlife on One than boffins in white jackets, Amstrad has nearly doubled the awareness of its nearest rival.

One interesting upset on last year are the ratings for arch-rivals Atari and Commodore. The two companies have been fighting to win over younger consumers to their Atari ST and Amiga home computers for the past four years. The latest industry figures indicate that Commodore has finally taken the lion's share of the software market, and the reversed recall rating seems to reflect this. But Atari has just begun its pre-Christmas campaign - which uses the same "computer-guzzling" paint ad as last year - and can take some heart from its 4% lead over Commodore in recall among the crucial 15-to-24 year olds. …

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