’Editorial has impact on consumer perceptions!’
It may be tempting to dismiss some of the findings of the Countrywide
Porter Novelli ’Closer to the Consumer’ survey as being only slightly
more insightful than Posh Spice explaining relativity to Albert
For example, the findings on ’free spirits’, or BC1 18- to 24-year-olds,
confirm what everyone working in youth marketing has said for years -
the youth market is difficult to pin down and consumption of mainstream
media is low.
There are also no surprises in the revelation that ’man of the moment’
(CPN’s version of ABC1 men aged 25-34) is unlikely to respond to reader
offers and coupons; or that ’make-do mums’ (25-40 C1/C2) watch daytime
But every person who is selling public relations services should welcome
the survey. Because what it does provide is hard evidence that public
relations does indeed affect the way consumers think and behave.
The PR industry is the real winner, as ’Closer to the Consumer’ adds to
the body of research that proves it is worth paying for good PR.