Disclaimer:
The opinions blogged herein represently only those of Rick E. Bruner and do not reflect those of his employer, persons or companies mentioned herein, or anyone else.
Normally brand recall studies are done the day after test subjects are exposed to ads. I wonder how much research there is for recall over the longer term.
My 76-year-old dad is visiting at the moment, and this evening the two of us sat in the kitchen eating popcorn listening to Garrison Keillor's Prairie Home Companion on the radio, and Dad commented "This is just like when I was young and we'd sit around listening to Charlie McCarthy and Edgar Bergen on the Maxwell House Coffee Time radio show." How's that for brand recall?
I commented that it was funny he could remember the sponsor's brand so clearly, and he said he remembered many other such radio-era sponsors, including Jell-O for Jack Benny. He seemed poised to offer more examples, but Keillor introduced the Powermilk Biscuit sponsorship theme for Prairie Home Companion, and we turned our attention back to the radio.
Sponsorship works.
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