Alltech Ad Gets High Marks in Readership Study
June 9, 2017
June 9, 2017
A print ad created by Paulsen for Alltech’s Bio-Mos product received the highest ranking for “Recall Seeing” among feed and feed additive ads according to a study completed by Readex Research, an independent research firm.
Selected ads and editorial content in the March 2017 issue of Dairy Herd Management were studied. Readers reported their perception of each ad in terms of whether or not it was seen; actions taken or planned after seeing the ad; and comments about what message or feeling they got from the ad.
Among dairy producers who participated in the study, 73 percent recalled seeing the Bio-Mos ad. When producers were asked what message or feeling they got from the ad, some verbatim responses included:
“A reflection of what dairy farmers are committed to. It’s a feel-good ad.”
“A good ad that’s well-done and makes you want to learn more.”
“Maybe this is a product we should add to our calf program.”
“Use the product with much success.”
Agency VP and Strategic Director Mark Smither said that readership studies allow advertisers to compare the performance of their message to their competitors’ ads.
“It’s an objective way to discover ways to more effectively tell our clients’ stories,” he explained. “Results from these studies help us improve our messaging and thus enhance the return on investment our clients are receiving for their advertising.”
Mark went on to say the agency was very pleased with the comments producers made about Alltech’s Bio-Mos dairy ad.
“The recall score was exceptionally good. The producer comments indicate we’re on the right path with this ad for Bio-Mos,” he added.
— Dairy Producer