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CONCLUSIONS
Although spontaneous recall of advertising encouraging
reading to children fell from 36% in March 2003, to just
over a quarter in February 2004, this may have been
influenced to some extent by variations in the weight of
each campaign.
Despite this fall in awareness, it is clear from the
research findings that amongst those aware of the
advertising, key messages and attributes are being
successfully communicated and understood amongst the target
audience.
Strong positive opinions were also evident regarding the
campaign as a whole with the target audience engaging with
the concept, the key messages and the overall aim of the
campaign.
Consistent with the previous research, the Home Reading
campaign also has real potential to encourage and motivate
people to consider their level of reading with their
children. This finding was further supported amongst those
who had recalled the advertising, with the majority
agreeing that the campaign had made them consider their
current reading habits with their children.
The total findings were not dissimilar to those reported
at sub group level (such as fathers / mothers, number of
children, age, SEG, etc) demonstrating the broad appeal of
the campaign to parents with children within the target age
groups.
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