Leading Brands Are Positioned
The weather forecast for the old, traditional ways of advertising is gloomy at best. And nowhere was this more clearly demonstrated than in the recent Atlanta study conduced by Daniel Starch & Staff.
According to Starch, about 25% of those noting a television commercial attributed it to the competition. With virtually no exceptions, high scoring commercials were the brand leaders in their category.
The also-rans didn’t fare nearly as well. A David Janssen Excedrin commercial was associated with Anacin twice as often as Excedrin. A Pristeen commercial helped F.D.S., the brand leader, more than it did Pristeen.
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