And the best are….

Nescafé’s campaign for its single source coffees came out top in this month’s Poster Watch. At 54 per cent, it was the only one to be recognised by more than half the population.

Nescafé’s campaign for its single source coffees came out top in this month’s Poster Watch. At 54 per cent, it was the only one to be recognised by more than half the population.

Virgin Rail and Hyundai tied for second place, both remembered by 43 per cent of the sample. Hooper’s Reef, Ribena, Rover 400, Transco and Guinness were recognised by about a third. A quarter had seen the Renault Laguna “evolution” poster before; only a fifth recognised the Sony widescreen TV campaign.

Although there is apparently a wide difference in the recall scores for the three car posters, this may be the result of confusion caused by the similarity of execution. Only Rover was correctly identified by more than half the people who claimed to recognise it, compared with a fifth for Renault and four per cent for Hyundai.

This month’s survey was conduct-ed in the usual way,with Ipsos-RSL showing 300 18- to 60-year-olds post ers with the brand names removed. They were asked which ones they had seen before and which ones they liked.

Liking scores were higher across the board than in previous months. Even Transco, the least popular campaign, was approved by just under half the people interviewed. In previous waves of Poster Watch, the lowest scores have often been under a third.

The most popular campaign, Nescafé, was also the best known, but it was joined at the top by Guinness. More than seven out of ten respondents liked these campaigns.

Two-thirds voted in favour of Hooper’s Reef, 63 per cent for Ribena and Renault, and six out of ten for Rover and Hyundai. Virgin Rail scraped over the half-way point with 52 per cent; Sony just missed it with 48 per cent.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here