Showcase campaign wins award

The Ad Q studies division of Harvey Research Inc conducted a readership study of BDA News in June 2010 to determine the proportion of readers who recall seeing and reading the advertisements.

The Showcase campaign scored 241 points in total, 41 points ahead of its closest rival, and is one of the highest scores to be achieved by a campaign.  Impressively, 76 per cent of readers who are responsible for advising/recommending advertised products or services recalled ‘seeing’ the advertisement and over half recalled ‘reading’ the advertisement.

Tony Reed, executive director at the BDTA, commented, ‘We put a great deal of thought into our Showcase campaigns to ensure they are eye catching and the message is displayed clearly. Our research tells us the dental team enjoy the annual themes we chose for our campaigns. To stand out above all the other advertisements in the magazine is a real achievement and one of which we are very proud.’