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MAIN FINDINGS
Levels of Advertising Awareness
9. Around a quarter of all parents were spontaneously
aware of recent advertising which encouraged parents to
read with their children. Although lower than that reported
in March 2003 (36%) variations in the weight of the
campaign over time may have contributed to this.
Key messages and elements recalled
10. Key elements and messages recalled by those who
remembered advertising clearly indicated that core aims of
the campaign are being successfully and clearly
communicated. In particular, messages concerning
encouraging children to read, and what this can entail (
e.g. not necessarily child's book) are being
understood.
11. Changes were evident over time in the perceived
source of advertising recall. Spontaneous recall of
newspapers as the source of the advertising has almost
doubled over time, rising from 8% in March 2003 to 15% in
February 2004, whilst recall of radio advertising fell from
48% to 27% over the same period. This may be attributed to
variations in the weight of the different media
campaigns.
Attitudes held towards the campaign
12. Overall, there was strong positive agreement with a
series of statements regarding the advertising. The
majority (80% or over) of respondents agreed that:
- Messages in the advertising were clear
- It makes them think more about reading with
their child
- It makes them realise how important reading
is
- It makes them realise reading isn't just about
books
- The advertising was relevant to them
13. They also agreed that the advertising demonstrated
that reading can be fun, can help children learn and was
clever in its approach.
14. Amongst those respondents who recalled the
advertising the majority agreed that the campaign had made
them consider the reading they currently do with their
children. In the latest research, 56% of those recalling
the advertising claimed it had encouraged them to read more
often with their children, with a similar proportion (52%)
agreeing that the campaign had encouraged them to read
magazines / newspapers with their children. Positively, a
high proportion (85%) agreed that the campaign had made
them think more about the value of reading with their
children.
15. Overall, the Home Reading campaign communicates
clear, valuable and appealing messages to its core target
audience, with potential to motivate consideration of
change amongst parents with young children.
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