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Unofficial Mac Genius
From the Intermedia Advertising Group (IAG):
"TOP OSCARS PERFORMERS
Diet Pepsi's Cindy Crawford ad was off the charts in all categories - it was the clear winner in likeability and brand recall, and also did well in message recall. Building on a much older Cindy Crawford Pepsi commercial, the newer ad shows how Pepsi has changed its can packaging, and how Cindy has since become a mom. The ad did extremely well across genders, demographics and income level. "The Diet Pepsi ad was leaps and bounds ahead of other top performers," reports Idell.
Other top performers included Apple's iMac, Disney's corporate image "glass slipper" ad and the public service announcement for Anti-drugs/Anti-Terrorism ("if you buy drugs, you're contributing to terrorism"). In fact, the anti-drug ad was the top performer in terms of message recall, showing enormous impact and success for the campaign.
Charles Schwab, OnStar and Verizon also made a good showing, although Verizon's main competitor Cingular did not fare so well."
Here's a link to the full article: http://www.businesswire.com/cgi-bin/f_headline.cgi?bw.032702/220862141
Basically this group analyzes brand recognition, likeability, and the ability to associate a product with a company, and it seems that Apple is positioning its ads right. Maybe we're wrong to say that they need to put more info in their ads...?
"TOP OSCARS PERFORMERS
Diet Pepsi's Cindy Crawford ad was off the charts in all categories - it was the clear winner in likeability and brand recall, and also did well in message recall. Building on a much older Cindy Crawford Pepsi commercial, the newer ad shows how Pepsi has changed its can packaging, and how Cindy has since become a mom. The ad did extremely well across genders, demographics and income level. "The Diet Pepsi ad was leaps and bounds ahead of other top performers," reports Idell.
Other top performers included Apple's iMac, Disney's corporate image "glass slipper" ad and the public service announcement for Anti-drugs/Anti-Terrorism ("if you buy drugs, you're contributing to terrorism"). In fact, the anti-drug ad was the top performer in terms of message recall, showing enormous impact and success for the campaign.
Charles Schwab, OnStar and Verizon also made a good showing, although Verizon's main competitor Cingular did not fare so well."
Here's a link to the full article: http://www.businesswire.com/cgi-bin/f_headline.cgi?bw.032702/220862141
Basically this group analyzes brand recognition, likeability, and the ability to associate a product with a company, and it seems that Apple is positioning its ads right. Maybe we're wrong to say that they need to put more info in their ads...?
