Brand advertising in printworks

Print pundits know that brand advertising in print works!

But where is the proof? The Inc and Ads24 set out to prove conclusively that daily newspapers work for brand advertising and present unequivocal evidence that it works and... works well!

Print has been proven to work in other markets, but what about South Africa? Is it any different here? In essence, media are consumed in the same way anywhere in the world. Readers react to newspaper advertising the same way here, as anywhere else. To confirm this theory, The Inc and Ads 24 approached Bokomo to run a test campaign for Bokomo Oats, using daily newspapers.

Two markets were selected: Cape Town and Pretoria. Adverts were placed in Pretoria News, Daily Sun & Beeld in Gauteng and Cape Argus, Cape Times & Die Burger in Cape Town. Pre & Post Testing was done, after the campaign appeared. Results were conclusive: PRINT WORKS for BRAND ADVERTISING! Awareness and noting levels increased - as well as propensity to purchase Bokomo Oats. But the most convincing evidence was in the increases in sales and market share. Tony Human; Marketing Director Bokomo Foods commented as follows: "Our positive growth was a direct result of the campaign!"

Both Andrew Cuthbertson (GM, The Inc) and Johan Zandberg (GM, Ads24) reflect on the results: "We know that brand, product and price advertising in daily newspapers works; for the retail market. We have always known that all brand advertising in daily papers works. Now, here is the proof!"

In the words of a former Eagles judge and famed, Ogilvy and Mather worldwide creative director, Neil French, who defended the print medium against all comers in the most definitive terms: "TV is on the face of it, free. Radio is free. Posters are free. The Internet is free. And advertising on all of them is regarded as an irritation, and rudest of all, an interruption. People buy newspapers. You think they don't value them? Think again."

For more information contact Tiaan Ras at Ads 24 on 011-259-1711 or André Kruse at The Inc on 011-639-7103.