Survey reveals how PR tactics influence public

Negative coverage of the Millennium Dome convinced a massive 90 per cent of those reading it not to visit, according to research by Countrywide Porter Novelli (CPN).

Negative coverage of the Millennium Dome convinced a massive 90 per

cent of those reading it not to visit, according to research by

Countrywide Porter Novelli (CPN).



The research comes from CPN’s second ’Closer to the Consumer’ survey,

which continues to look at how PR tactics influence consumer attitudes

and actions.



The survey reveals men aged 25 to 34 in the ABC1 category are

surprisingly receptive to advertorials, which many think of as ’lazy

PR’.



It also shows that a difficult group to target is what CPN describes as

’free spirits’: 18- to 25-year-olds in the BC1 group, who are fairly low

consumers of traditional media.



The survey confirms what those marketing to youth have said all along -

viral campaigns and ambient activity are better received than mainstream

tactics.



Keith Taylor, CPN director said: ’This is a new way of using consumer

typologies. The research has been a catalyst for a new business ethos, a

determination to find ways to get ’closer’ to our audiences.’



Over 500 adults completed lifestyle questionnaires and were shown a

range of PR materials, from editorial to advertorials and cause-related

marketing campaigns. Their recall, reactions and propensity to act were

then recorded.



Leader p8.



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