PR bolsters memorability of '04 launches, poll says

BOSTON: Consumers are more likely to remember products supported by integrated campaigns with substantial PR elements than those supported by advertising alone, according to the 2004 Schneider/Stagnito Communications Most Memorable New Product Launch study.

BOSTON: Consumers are more likely to remember products supported by integrated campaigns with substantial PR elements than those supported by advertising alone, according to the 2004 Schneider/Stagnito Communications Most Memorable New Product Launch study.

The survey is conducted annually by Schneider Associates, a marketing communications firm, in association with food trade magazine publisher Stagnito Communications.

The 2004 survey, which sampled 1,000 consumers nationwide, found that 56% of them could not recall a single new product launched last year despite a 7% increase in advertising spending.

But products that ranked as the most memorable of the year, such as Glad Press 'N Seal wrap (remembered by 26% of consumers), Coca-Cola C2, and the ToiletWand from Clorox, used highly integrated campaigns, Schneider said.

SC Johnson, parent of Glad, partnered with Whirlpool and Gold Medal flour to create promotions. It also sponsored National Clean Out Your Refrigerator Week and did extensive in-store demonstrations of the new Press 'N Seal wrap, Schneider said.

The ToiletWand introduction included a long-lead editors' event featuring bathroom designs since the 1950s, along with cleaning implements used in each decade.

"All marketing partners for these types of companies should be working together to do more integrated campaigns," Joan Schneider, president of Schneider Associates, noted. "Everything should be designed to work together. Consumers are tuned in to a lot of different things."

Another conclusion she drew from her study is that companies need to use PR to sustain new product introductions three and six months into the effort or consumers will lose interest.

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