In Jan/Feb 2009, the Spring 2009 Ad 480 class at Washington State University conducted a research campaign for the Ad Council. The objective of the project was to determine the effectiveness of the Ad Council campaigns to the 18-24 year old demographic. The results showed that the majority of the 18-24 year old demographic did not have a high recognition of the Ad Council television advertisiments, and of those that did recognize the campaigns, most found them uninteresting and "boring." Interestingly, the demographic did have a high recognition of Wongdoody PSAs "No Stank You," because they were fresh, original and caught the attention of the target audience. The recommendations made by the research group were to gear the Ad Council PSAs to the targeted demographic by using aspects from the demographic's lifestyle, like the "No Stank You" ads. One example was to use social media.
The following is an article from a CNN.com, published September 3, 2009, titled: "Ad Council gets creative to get your attention." This article states how the Ad Council is moving away from television advertising to social media.
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Go Ad 480. We rocked the Ad Council's socks off by researching and recommending exactly what they are doing now...eight months ago. =)
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