During the Beijing Olympics you would have seen a plethora of ads using a tie-in to the event as a tool to garner brand support. But does this actually work? A new study has shown that consumers may be turning a blind eye to sponsorship messages.
According to the Courier Mail "Results from the inaugural Ipsos ASI Olympics Advertising Study show that using the Olympics as an advertising theme to gain attention and engage the audience was no sure-fire approach for advertisers and brands to get a positive response from viewers."
The study researched 1500 consumers who awarded Holden 'Best of Category' for its Sportswagon ads, Ford came in second with its Falcon ANCAP Safety ad and Holden came in third with its Commodore ad. None of these top three carried any mention of the Olympics. The study measured audience reach, advertising awareness and recognition, impact on consumers, relevance and persuasion.
Seems that gimmicks are no substitute for quality advertising.
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