 |
|
|
|
|
|
|
|
|
 |
|
QUESTION:
| Is audience fragmentation |
| Frightening |
 |
7.81% |
|
|
|
Unavoidable |
|
9.90% |
|
|
|
Simple evolution |
|
30.21% |
|
|
|
Creating marketing opportunities |
|
52.08% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| How will Australian agencies fare at Cannes this year? |
| Better than last year |
|
10.90% |
|
|
|
Same |
|
15.06% |
|
|
|
Worse |
|
21.15% |
|
|
|
Hard to say |
|
8.65% |
|
|
|
Who cares? |
|
44.23% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Singo's return to advertising: |
| is nothing to write home about |
|
46.52% |
|
|
|
is a sign there's room for independent agencies |
|
15.96% |
|
|
|
will help revive creativity in the industry |
|
5.39% |
|
|
|
will be short-lived |
|
32.13% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Will the AANA's new Advertising to Children code help stave off further regulation imposed on the industry? |
| Yes, govt & community groups will see this as a serious attempt to self-regulate |
|
13.22% |
|
|
|
Yes, but the AANA went too far |
|
2.48% |
|
|
|
No, anti-advertising groups will never be satisfied |
|
75.21% |
|
|
|
It's hard to tell |
|
9.09% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Have clients and agencies come to grips with green marketing? |
| Yes, they moved quickly in response to consumer demand |
|
6.54% |
|
|
|
No, they are moving too slowly |
|
47.06% |
|
|
|
Yes, this is an industry with a conscience |
|
2.61% |
|
|
|
Yes, only because clients are image-conscious |
|
43.79% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are we heading towards a media spend slowdown? |
| Yes, in the 2008/09 financial year |
|
43.09% |
|
|
|
Yes, but it will be too moderate to rate a mention |
|
18.42% |
|
|
|
No, there is no evidence of a slowdown |
|
9.87% |
|
|
|
No, media spend will continue to grow steadily in '08 |
|
12.17% |
|
|
|
It could go either way |
|
16.45% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which agencies are best suited to the current advertising environment? |
| Traditional creative agencies |
|
11.88% |
|
|
|
Traditional media agencies |
|
2.97% |
|
|
|
Strategic communications agencies |
|
28.71% |
|
|
|
Digital specialist agencies |
|
25.41% |
|
|
|
Public relations agencies |
|
3.96% |
|
|
|
Holding group stablemates |
|
2.97% |
|
|
|
A new breed of agency not yet created |
|
24.09% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The only thing worth getting out of bed for |
|
3.13% |
|
|
|
An enormous wank |
|
44.74% |
|
|
|
A good indicator of industry hotshots and have-nots |
|
10.07% |
|
|
|
Nice to have, but not as important as happy staff and clients |
|
30.43% |
|
|
|
The best place to gather scandalous industry gossip |
|
11.63% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The most likely outcome following Goodby's ill-received CommBank campaign is: |
| BMF will gain the entire account |
|
21.49% |
|
|
|
Heads will roll at CBA marketing |
|
46.49% |
|
|
|
Industry will eat its words |
|
15.91% |
|
|
|
Goodby wins at Cannes |
|
16.12% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| ACP's closure of The Bulletin was: |
| Inevitable, market has moved on |
|
23.60% |
|
|
|
Sad for readers |
|
23.60% |
|
|
|
Sad for advertisers |
|
1.12% |
|
|
|
Advertisers don't care |
|
7.12% |
|
|
|
A long time coming |
|
7.87% |
|
|
|
The first of more to come |
|
36.70% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| As an ad agency employee, what is the most important consideration in choosing your next place of work? |
| Client list |
|
5.87% |
|
|
|
Creative reputation |
|
17.60% |
|
|
|
Culture |
|
35.75% |
|
|
|
$$$ |
|
23.46% |
|
|
|
Management |
|
10.61% |
|
|
|
Local ownership |
|
1.96% |
|
|
|
Multinational perks |
|
2.79% |
|
|
|
I go where my friends are |
|
1.96% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What do you want to read more about in AdNews in 2008? |
| Creative agency news |
|
17.48% |
|
|
|
Media agency news |
|
16.78% |
|
|
|
Client news |
|
7.23% |
|
|
|
Opinion pieces |
|
3.03% |
|
|
|
Consumer trends |
|
20.28% |
|
|
|
Digital developments |
|
20.75% |
|
|
|
International industry news |
|
2.80% |
|
|
|
Gossip & scandals |
|
11.66% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| An ad agency, The Campaign Palace, took out the Grand Prix at last week's Media Federation Awards. The result: |
| Didn't go down well with media agencies |
|
18.18% |
|
|
|
Shows the turf wars between media and ad agencies are waning |
|
10.85% |
|
|
|
Was an aberration |
|
7.04% |
|
|
|
Demonstrates the importance of effective channel planning |
|
31.09% |
|
|
|
Was nothing to write home about |
|
32.84% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| In this issue of AdNews we look at the legal trappings of including user-generated content in advertising. Is UGC worth the risk? |
| UGC is too risky, safer to avoid |
|
7.73% |
|
|
|
The risks are high, but so are the rewards |
|
38.67% |
|
|
|
If done carefully, UGC is perfectly safe |
|
35.91% |
|
|
|
UGC is a fad, why bother? |
|
17.68% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| David Gyngell is preparing to wrest control of the Nine Network once again. What is the likely outcome? |
| He will resurrect Nine, within 12 months |
|
10.76% |
|
|
|
He will resurrect Nine, within 2 years |
|
26.90% |
|
|
|
Heads will roll |
|
15.82% |
|
|
|
He will fail to save Nine |
|
18.99% |
|
|
|
Seven will fiercely protect its patch |
|
27.53% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Australia is playing England in the Rugby World Cup quarter finals on Saturday. What is the likely result? |
| Australia will win by five points |
|
12.61% |
|
|
|
Australia will win by 10 points |
|
25.23% |
|
|
|
The Aussies will thrash the Poms |
|
42.34% |
|
|
|
England will, ahem, win |
|
19.82% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Old news |
|
8.71% |
|
|
|
The media sensation of 2007 |
|
17.07% |
|
|
|
Overhyped |
|
21.25% |
|
|
|
A must for marketers |
|
4.18% |
|
|
|
Changing consumer behaviour |
|
10.10% |
|
|
|
The best way to keep in touch |
|
26.48% |
|
|
|
A waste of time, and money |
|
12.20% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| As an ad agency, which of the following annoys you the most? |
| Pitches |
|
10.63% |
|
|
|
Long shortlists |
|
9.18% |
|
|
|
Group briefings |
|
3.14% |
|
|
|
Rushed campaign development |
|
22.46% |
|
|
|
Unrealistic client expectations for their brand |
|
24.40% |
|
|
|
Clients who haggle over costs |
|
19.57% |
|
|
|
Competitors trying to steal your clients |
|
3.62% |
|
|
|
Nothing, everything is rosy |
|
7.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which of the following local awards impresses clients the most? |
| ADMA |
|
19.02% |
|
|
|
AIMIA |
|
5.25% |
|
|
|
AFA Effectiveness |
|
41.31% |
|
|
|
APMA |
|
1.97% |
|
|
|
AWARD |
|
10.16% |
|
|
|
Caxtons |
|
10.49% |
|
|
|
Media Federation Awards |
|
8.52% |
|
|
|
Siren Awards |
|
3.28% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Word-of-mouth advertising is: |
| An old form of marketing making a comeback |
|
22.00% |
|
|
|
Overrated |
|
6.50% |
|
|
|
A valuable marketing tool |
|
47.00% |
|
|
|
Just another channel |
|
13.50% |
|
|
|
Sexy |
|
11.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Justice Sackville has ruled against Seven in its five-year C7 battle. Was it a fair outcome? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who will be the next Channel Nine employee to follow Jessica Rowe to Seven? |
| Eddie McGuire |
|
17.80% |
|
|
|
Jessica's husband, Peter Overton |
|
40.31% |
|
|
|
Peter Harvey |
|
5.24% |
|
|
|
Karl Stefanovic |
|
13.61% |
|
|
|
Seven's done . . . for now |
|
23.04% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What should McDonald's call its new burger? |
| McFatty |
|
63.48% |
|
|
|
McMedium |
|
3.04% |
|
|
|
McLettuce |
|
3.04% |
|
|
|
McPeople Power |
|
6.96% |
|
|
|
McMine |
|
15.65% |
|
|
|
No Frills burger |
|
7.83% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| In light of all the media changes, who is the most influential media baron? |
| John Hartigan, News Limited |
|
23.83% |
|
|
|
Kerry Stokes, Seven |
|
28.50% |
|
|
|
James Packer, PBL |
|
16.36% |
|
|
|
David Kirk, Fairfax |
|
19.63% |
|
|
|
Max Moore-Wilton, Macquarie |
|
8.41% |
|
|
|
Bruce Gordon, WIN |
|
3.27% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Matt Grogan lists the words-du-jour at Cannes this year on cannnesdownunder.com.au: what's your favourite? |
| Convergence |
|
12.18% |
|
|
|
Engagement |
|
26.92% |
|
|
|
Immersive |
|
20.51% |
|
|
|
Touchpoint |
|
14.74% |
|
|
|
User-centric |
|
25.64% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What can be done to fix the senior management gender imbalance in advertising and media? |
| More flexible working conditions |
|
26.40% |
|
|
|
Dump the boys' club mentality |
|
51.82% |
|
|
|
Free childcare facilities |
|
13.86% |
|
|
|
Longer paternity leave |
|
7.92% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The industry is still talking about the departure of Eddie McGuire as Nine CEO. Why did Eddie step down? |
| Realised he could earn just as much doing less |
|
32.83% |
|
|
|
Too much PBL interference |
|
10.03% |
|
|
|
Had no real power |
|
33.13% |
|
|
|
Haunted by the ghost of Jessica Rowe |
|
9.42% |
|
|
|
Prefers TV presenting |
|
14.59% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Roy Morgan and the Audit Bureau of Circulations are about to release their regular readership and circulation results. How important are the results to clients, publishers and media buyers? |
| Very important |
|
43.56% |
|
|
|
Not as important as quality of audience |
|
30.69% |
|
|
|
Don't care |
|
12.87% |
|
|
|
Waste of money |
|
12.87% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Fairfax is about to resize its broadsheets, SMH and The Age, but says they won't be tabloids. What should the slimmed down newspapers be called? |
| Broadloid |
|
24.74% |
|
|
|
Tabsheet |
|
36.32% |
|
|
|
Broadtab |
|
33.68% |
|
|
|
Tab-broad |
|
5.26% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The TV networks are gearing up for battle on Sunday nights. Who takes your vote? |
| Seven Network: Beautiful Sunday is where it's at |
|
35.82% |
|
|
|
Nine Network: 60 Minutes is an oldie, but a goodie |
|
26.37% |
|
|
|
Network Ten: welcome back Rove |
|
37.81% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The media laws have changed. What is most likely? |
| James Packer buys Fairfax |
|
13.11% |
|
|
|
Lachlan Murdoch buys Network Ten |
|
14.56% |
|
|
|
Kerry Stokes buys The Chaser |
|
8.74% |
|
|
|
Foxtel buys Austar |
|
14.56% |
|
|
|
Macquarie Bank buys everything |
|
37.38% |
|
|
|
John Howard wins election |
|
11.65% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Time Inc is looking to sell most of its Australian titles, including Who magazine. Who is the most likely suitor? |
| PBL Media/ACP Mags |
|
28.24% |
|
|
|
Seven Network/Pacific Mags |
|
25.95% |
|
|
|
News Magazines |
|
17.56% |
|
|
|
Fairfax Media |
|
28.24% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What is your agency's operating margin? (This is a confidential survey.) |
| Negative |
|
6.17% |
|
|
|
0% - 5% |
|
7.00% |
|
|
|
6% - 10% |
|
10.70% |
|
|
|
11% - 15% |
|
18.11% |
|
|
|
16% - 20% |
|
15.23% |
|
|
|
21% - 25% |
|
8.23% |
|
|
|
26% - 30% |
|
8.64% |
|
|
|
Over 30% |
|
25.93% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Media buyers have lifted their growth forecasts for TV, following growing demand from advertisers. What's your view? |
| TV is hot again |
|
25.75% |
|
|
|
TV is still not as hot as online |
|
40.72% |
|
|
|
TV's newfound popularity won't last |
|
19.16% |
|
|
|
Media buyers and their clients have finally come to their senses |
|
14.37% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Retail giant David Jones is taking legal action against The Australia Institute over its report on 'corporate paedophilia'. Is David Jones: |
| Over-reacting |
|
22.37% |
|
|
|
Protecting its commercial interests |
|
33.33% |
|
|
|
Stifling healthy debate |
|
14.61% |
|
|
|
Clearing its good name |
|
29.68% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Singleton Ogilvy & Mather has released survey results showing Australians' favourite TV ads. Of the top 10, which gets your vote? |
| Rabbits, BigPond |
|
38.61% |
|
|
|
Big Ad, Cartlon Draught |
|
14.10% |
|
|
|
Flashbeer, Carlton Draught |
|
5.64% |
|
|
|
Animals in suburbs, Optus |
|
2.39% |
|
|
|
Animals in jungle, Optus |
|
0.65% |
|
|
|
Dogs in car, PAL |
|
2.60% |
|
|
|
Pool bomb, Hahn Light |
|
4.56% |
|
|
|
Charter boat, RACQ |
|
0.22% |
|
|
|
Pregnant woman on bus, CommBank |
|
15.40% |
|
|
|
Bath bomb, Hahn Light |
|
6.29% |
|
|
|
Transformers, Citroen |
|
6.29% |
|
|
|
Drawing on the beach, Hahn Light |
|
3.25% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| In the current issue of AdNews, John Mescall discusses the Bindi Irwin phenomenon and the commoditisation of childhood. Do you think Bindi Irwin: |
| Is a marketer's dream |
|
11.11% |
|
|
|
Should be able to have a normal childhood |
|
33.57% |
|
|
|
Is a savvy mini-mogul in her own right |
|
23.67% |
|
|
|
Is a product of society's obsession with fast-tracking childhood |
|
19.32% |
|
|
|
Is nothing unusual in a world where padded bras for six-year-olds are the norm |
|
12.32% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| While you gorge yourself on food and alcohol this holiday season, consider this: What was the best ad campaign of 2007? |
| Carlton Draught Flashbeer |
|
27.48% |
|
|
|
Tooheys New Catapult |
|
7.03% |
|
|
|
BigPond Rabbits |
|
31.31% |
|
|
|
Barry The Cougar |
|
15.65% |
|
|
|
Nike History |
|
11.82% |
|
|
|
Cricket Australia, Giant Warnie |
|
6.71% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who will buy Ten from CanWest? |
| Macquarie Media Group |
|
28.83% |
|
|
|
WIN Corp |
|
2.45% |
|
|
|
Village Roadshow |
|
5.52% |
|
|
|
Fairfax Media |
|
8.59% |
|
|
|
News Limited |
|
15.95% |
|
|
|
Richard Branson |
|
16.56% |
|
|
|
Illyria (Lachlan Murdoch) |
|
11.66% |
|
|
|
Nobody |
|
10.43% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| James Packer has his eyes on gaming while Kerry Stokes appears keen on media, but which punt will prove the best? |
| Packer's |
|
72.54% |
|
|
|
Stokes' |
|
27.46% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| As we head into the final months of 2006, the ad industry can expect: |
| A raft of new business wins |
|
7.54% |
|
|
|
Xmas party hangovers |
|
46.83% |
|
|
|
A ramp-up in marketing activity by clients |
|
11.90% |
|
|
|
A quiet, non-eventful end to the year |
|
17.46% |
|
|
|
A rise in name-calling incidents |
|
16.27% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What will the government's new cross-media ownership laws mean for advertisers? |
| Higher ad rates due to media consolidation |
|
28.25% |
|
|
|
More access to cross-media ad packages |
|
25.99% |
|
|
|
More advertising options due to multi-channeling |
|
18.08% |
|
|
|
Business as usual |
|
27.68% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| FPC Magazines is up for sale. Which publishing group is most likely to buy the Hannan-owned stable of magazines? |
| ACP Magazines |
|
19.75% |
|
|
|
Pacific Magazines |
|
27.27% |
|
|
|
Fairfax Media |
|
19.44% |
|
|
|
Emap |
|
9.72% |
|
|
|
News Magazines |
|
7.52% |
|
|
|
Northern & Shell Pacific |
|
4.08% |
|
|
|
Time Inc |
|
4.70% |
|
|
|
Network Ten Holdings |
|
7.52% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Sensis has dumped the Pages from Yellow Pages, rebranding the services directory business to simply Yellow. How do you feel about the change? |
| Thumbs up: better reflects scope of the business |
|
28.54% |
|
|
|
Not happy, Jan: why mess with a strong brand? |
|
53.39% |
|
|
|
Wait and see: not clear how the market and consumers will embrace the rebrand |
|
18.07% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is there an advertising slump? |
| Yes, advertisers are spending less money on all media |
|
27.14% |
|
|
|
Sort of, advertisers are spending less on traditional media but more on new media |
|
53.27% |
|
|
|
No, ad spend has remained steady |
|
12.81% |
|
|
|
No, advertisers are spending more |
|
6.78% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Do clients fully understand advertiser-funded programming? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is the ad industry doing all it can to fight rising obesity levels? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Chardonnay has an image problem. What would you do? |
| Launch a sugar-free version - Chardy Zero. |
|
29.50% |
|
|
|
Re-brand as Cardunny, the all-Aussie drop. |
|
18.00% |
|
|
|
Donate a few cases to drought-stricken Toowoomba. |
|
20.00% |
|
|
|
Release an RTD - Chardy and Coke. |
|
32.50% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Has the advertising market tightened in the past two months? |
| No, it's business as usual. |
|
33.33% |
|
|
|
Yes, it's a buyer's market. |
|
66.67% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Integration, big ideas, new media - these are just some of the terms bandied around by ad agencies. How much of it is just talk? |
| 0% - adland is putting its money where its mouth is. |
|
6.72% |
|
|
|
50/50 - sure there's a lot of talk, but the industry has changed. |
|
52.61% |
|
|
|
100% bullshit |
|
40.67% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are viral emails as ubiquitous as people claim? How many World Cup virals have you received this year? |
| None |
|
39.23% |
|
|
|
1-3 |
|
28.08% |
|
|
|
4-6 |
|
9.23% |
|
|
|
7+ |
|
15.38% |
|
|
|
What's viral? |
|
8.08% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The Cannes International Advertising Festival. Is it: |
| A big excuse for a party. |
|
17.75% |
|
|
|
A giant exercise in creative back-patting. |
|
29.50% |
|
|
|
A serious business event. |
|
2.25% |
|
|
|
A huge cash cow for organiser Emap. |
|
6.00% |
|
|
|
All of the above. |
|
44.50% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| How will Australia fare at Cannes this year? |
| Better than last year |
|
43.94% |
|
|
|
The same |
|
25.76% |
|
|
|
Worse |
|
30.30% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which medium's marketing body does the best job for its members? |
| DM (ADMA) |
|
28.37% |
|
|
|
FTA TV (Free TV) |
|
19.20% |
|
|
|
Magazines (MPA) |
|
12.32% |
|
|
|
Newspapers (name to be confirmed) |
|
3.15% |
|
|
|
Online (IAB) |
|
7.74% |
|
|
|
Outdoor (OMA) |
|
12.89% |
|
|
|
Pay TV (ASTRA) |
|
4.58% |
|
|
|
Radio (CRA) |
|
11.75% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are marketers more or less conservative now than five years ago? |
| More |
|
56.16% |
|
|
|
Less |
|
32.25% |
|
|
|
The same |
|
11.59% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which advertising medium has the most creative potential? |
| Ambient |
|
15.17% |
|
|
|
Cinema |
|
3.56% |
|
|
|
DM |
|
5.62% |
|
|
|
Experiential |
|
8.61% |
|
|
|
Magazines |
|
2.62% |
|
|
|
Newspapers |
|
2.06% |
|
|
|
Online |
|
24.16% |
|
|
|
Outdoor |
|
27.15% |
|
|
|
Radio |
|
2.43% |
|
|
|
TV |
|
8.61% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Calls for a ban on junk food ads to kids have got louder recently. Tobacco ads were banned in the 1970s - will food ads to kids follow suit? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who is the most important person in any ad agency? |
| CEO/MD |
|
18.89% |
|
|
|
Creative director |
|
17.04% |
|
|
|
Account director |
|
9.26% |
|
|
|
Planning director |
|
9.63% |
|
|
|
Creative |
|
10.00% |
|
|
|
Suit |
|
7.04% |
|
|
|
Planner |
|
5.56% |
|
|
|
Producer |
|
2.22% |
|
|
|
Receptionist |
|
20.37% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are illegal drugs rife in adland? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is working in the ad industry any fun these days? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| If you were a mass market brand, which sport would you hitch your wagon to? |
| AFL |
|
23.98% |
|
|
|
Basketball |
|
1.20% |
|
|
|
Cricket |
|
6.47% |
|
|
|
Golf |
|
1.68% |
|
|
|
Horse racing |
|
2.16% |
|
|
|
Motor racing |
|
6.71% |
|
|
|
Netball |
|
1.68% |
|
|
|
Rugby league |
|
10.55% |
|
|
|
Rugby union |
|
10.31% |
|
|
|
Soccer |
|
21.82% |
|
|
|
Swimming |
|
5.04% |
|
|
|
Tennis |
|
8.39% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Tourism Australia sent in the lawyers over a spoof of its ad. Where's their bloody sense of humour? |
| Lawyers have locked it in a cupboard. |
|
8.98% |
|
|
|
M&C Saatchi charges for humour by the hour and TA ran out of budget. |
|
44.53% |
|
|
|
Went to New Zealand. |
|
4.30% |
|
|
|
Left it on the nightstand at a London hotel. |
|
4.30% |
|
|
|
Migrated north for the winter. |
|
1.17% |
|
|
|
Never had it in the first place. |
|
36.72% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| On a scale of 1 (terrible) to 5 (brilliant), how would you rate TV advertising in Australia? |
| 1 |
|
20.16% |
|
|
|
2 |
|
37.55% |
|
|
|
3 |
|
30.83% |
|
|
|
4 |
|
7.51% |
|
|
|
5 |
|
3.95% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Senator Helen Coonan has outlined the government's plans to scrap cross-media ownership rules, relax foreign ownership restrictions and rule out another FTA TV licence. Will these changes increase media diversity? |
| Yes |
|
23.36% |
|
|
|
No |
|
56.20% |
|
|
|
Maybe |
|
20.44% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The new Sydney agency created from the merger of Badjar, The Brand Agency and Fame is called The Brand Shop. What do you think of the name? |
| Boring |
|
20.57% |
|
|
|
Dull |
|
10.53% |
|
|
|
Ho hum |
|
13.88% |
|
|
|
Humdrum |
|
3.35% |
|
|
|
Insipid |
|
7.66% |
|
|
|
Stale |
|
7.66% |
|
|
|
Tame |
|
5.26% |
|
|
|
Unexciting |
|
7.66% |
|
|
|
Vapid |
|
5.74% |
|
|
|
Look, the committee did its best, OK |
|
17.70% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What will the Big Ad win at Cannes this year? |
| Grand Prix |
|
18.18% |
|
|
|
Gold |
|
30.30% |
|
|
|
Silver |
|
22.73% |
|
|
|
Bronze |
|
6.06% |
|
|
|
Nothing |
|
22.73% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Will the Nine Network still be "the one" by the end of this year? |
| Yes |
|
12.31% |
|
|
|
No |
|
62.56% |
|
|
|
Don't care |
|
25.13% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The new Tourism Australia campaign by M&C Saatchi: |
| Bloody disgrace |
|
46.82% |
|
|
|
Bloody awesome |
|
53.18% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| OK, so beer advertising is going gangbusters, but which of these categories most needs a similar creative kick up the arse? |
| Automotive |
|
20.69% |
|
|
|
Cereal |
|
15.86% |
|
|
|
Cosmetics |
|
14.48% |
|
|
|
Fashion |
|
4.14% |
|
|
|
Fast food |
|
4.14% |
|
|
|
Finance |
|
9.66% |
|
|
|
Government |
|
10.34% |
|
|
|
Insurance |
|
6.21% |
|
|
|
Telco |
|
14.48% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Now that Saatchi & Saatchi has launched the lavish Catapult TVC, do you view a glass of Tooheys New as ... |
| Half full (love it) |
|
52.35% |
|
|
|
Half empty (hate it) |
|
47.65% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The internet is enjoying boom times again. But will the industry avoid a dotcom crash like the one in March 2000? |
| Yes |
|
63.00% |
|
|
|
No |
|
18.00% |
|
|
|
Partly |
|
19.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Will the newly-launched AFA accreditation scheme help agencies gain the respect of the business world? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The biggest communications networks in the world are below. Which would you most like to work for? |
| Aegis |
|
9.60% |
|
|
|
Dentsu |
|
4.55% |
|
|
|
Havas |
|
12.12% |
|
|
|
Hakuhodo |
|
2.53% |
|
|
|
Interpublic |
|
4.55% |
|
|
|
Omnicom |
|
17.17% |
|
|
|
Publicis |
|
30.81% |
|
|
|
WPP |
|
18.69% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Below are some of the most awarded Australian advertisers at AWARD 2005. Which would be your dream client? |
| Coca-Cola |
|
11.55% |
|
|
|
Dulux |
|
2.17% |
|
|
|
Fosters |
|
15.16% |
|
|
|
Fox Sports |
|
4.33% |
|
|
|
Levi's |
|
8.66% |
|
|
|
Meat & Livestock Australia |
|
9.03% |
|
|
|
Nike |
|
18.05% |
|
|
|
Olympus |
|
1.44% |
|
|
|
Toyota |
|
6.50% |
|
|
|
Virgin Mobile |
|
23.10% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| UK telco O2 trialled a television service on its mobile network recently, with users viewing up to five hours of content a week. Will mobile TV become a serious media platform in Australia? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| BBDO was voted best ad network of 2005 by Campaign, Ad Age and AdWeek. Which of the 10 biggest global networks in Oz would get your vote? |
| (Clemenger) BBDO |
|
26.53% |
|
|
|
DDB |
|
10.54% |
|
|
|
Grey |
|
4.42% |
|
|
|
JWT |
|
4.08% |
|
|
|
Leo Burnett |
|
8.50% |
|
|
|
McCann Erickson |
|
4.08% |
|
|
|
(Singleton) Ogilvy & Mather |
|
8.16% |
|
|
|
Publicis (Mojo) |
|
11.56% |
|
|
|
Saatchi & Saatchi |
|
17.35% |
|
|
|
(Whybin) TBWA |
|
4.76% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who will ultimately have exerted most influence on the Australian media industry? |
| Sir Frank Packer |
|
8.50% |
|
|
|
Kerry Packer |
|
79.50% |
|
|
|
James Packer |
|
12.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| ... the Big Ad |
|
25.26% |
|
|
|
... WPP dominance |
|
8.95% |
|
|
|
... the internet |
|
14.21% |
|
|
|
... musical chairs |
|
4.21% |
|
|
|
... the PDR |
|
0.00% |
|
|
|
... Seven's revival |
|
16.32% |
|
|
|
... mobile TV |
|
1.05% |
|
|
|
... the same old shit |
|
30.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What do you want for Christmas? |
| A Cannes Lion |
|
12.17% |
|
|
|
A decent brief |
|
22.75% |
|
|
|
A bigger budget |
|
24.87% |
|
|
|
An end to focus groups |
|
14.29% |
|
|
|
A pair of socks |
|
25.93% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which medium has the best growth prospects in 2006? |
| Free-to-air TV |
|
1.01% |
|
|
|
Subscription TV |
|
10.55% |
|
|
|
Newspapers |
|
2.01% |
|
|
|
Magazines |
|
4.52% |
|
|
|
Out-of-home |
|
32.66% |
|
|
|
Radio |
|
3.52% |
|
|
|
Online |
|
36.68% |
|
|
|
Cinema |
|
1.51% |
|
|
|
DM |
|
7.54% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| According to DMG's radio station Vega, the advertising slogans below are the best of all time. Which one is your favourite? |
| We try harder – Avis |
|
10.48% |
|
|
|
A diamond is forever – DeBeers |
|
9.33% |
|
|
|
Because I’m worth it – L’Oreal |
|
13.33% |
|
|
|
Just Do It – Nike |
|
44.95% |
|
|
|
Let your fingers do the walking – Yellow Pages |
|
21.90% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| A local branch of the Interactive Advertising Bureau has launched in Australia as ad revenue online continues to climb. But do you fully understand all that the internet has to offer advertisers? |
| Absolutely |
|
24.14% |
|
|
|
Probably |
|
29.89% |
|
|
|
Sort of |
|
34.48% |
|
|
|
Inter-what? |
|
11.49% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Nine Network's 20-1 show picked its top Australian TVCs. Here's their top 10 - pick the one you think is best. |
| Qantas - Still Call Australia Home |
|
22.08% |
|
|
|
Vegemite - We're happy little Vegemites |
|
6.31% |
|
|
|
Yellow Pages - Not Happy Jan |
|
26.81% |
|
|
|
Mortein - Louie The Fly |
|
2.21% |
|
|
|
AAMI - Chevy Chase |
|
0.63% |
|
|
|
Meat & Livestock Australia - Date with Tom Cruise |
|
6.31% |
|
|
|
Decore - Singing in the shower |
|
4.10% |
|
|
|
Tip Top - Good On Ya Mum |
|
0.63% |
|
|
|
Aeroplane Jelly - I like Aeroplane Jelly |
|
4.73% |
|
|
|
VB - For a hard earned thirst |
|
26.18% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| AdNews' sister magazine Australian CREATIVE turns 10 this month. Which of these events has had the most impact on the Australian ad industry over the past 10 years? |
| Dismantling of the accreditation system |
|
25.00% |
|
|
|
Rise of the internet |
|
54.61% |
|
|
|
Launch of pay TV |
|
1.97% |
|
|
|
Rise of global networks such as WPP |
|
18.42% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Aussie beer advertising has raised its game in the past couple of years. Which brand has the best ads? |
| Carlton Draught |
|
59.59% |
|
|
|
Cascade |
|
1.55% |
|
|
|
Coopers |
|
3.11% |
|
|
|
Hahn Light |
|
8.81% |
|
|
|
Hahn Premium |
|
4.15% |
|
|
|
Tooheys Extra Dry |
|
11.92% |
|
|
|
Tooheys New |
|
3.11% |
|
|
|
VB |
|
6.22% |
|
|
|
XXXX |
|
1.55% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The ad industry is good at coming up with new ways to say old things. What phrase best embodies that today? |
| Channel planning |
|
23.62% |
|
|
|
Brand architecture |
|
25.20% |
|
|
|
Experiential |
|
5.51% |
|
|
|
Media neutral |
|
9.45% |
|
|
|
Peer-to-peer |
|
2.36% |
|
|
|
Mediaversal |
|
6.30% |
|
|
|
Integrated |
|
21.26% |
|
|
|
Brand-to-one |
|
6.30% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is Y&R right to keep the George Patterson name after WPP's takeover? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Photon has made no secret of its intention to snap up another creative agency to join its fold. Which agency is most likely on Photon's hitlist? |
| Smart Sydney |
|
21.88% |
|
|
|
See Melbourne |
|
16.07% |
|
|
|
Loud Sydney |
|
14.29% |
|
|
|
BWM Sydney |
|
22.32% |
|
|
|
BMF Sydney |
|
25.45% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Watch out for the AdNews Power 50 on 26 August. Who is the most powerful person in advertising, media and marketing? |
| John Fletcher (Coles Myer) |
|
8.37% |
|
|
|
John Hartigan (News Limited) |
|
12.17% |
|
|
|
Harold Mitchell (Mitchell & Partners) |
|
17.11% |
|
|
|
Kerry Packer (PBL) |
|
54.37% |
|
|
|
Sol Trujillo (Telstra) |
|
7.98% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which of these overseas award shows would you most like to win big at? |
| Cannes |
|
55.38% |
|
|
|
D&AD |
|
18.46% |
|
|
|
CLIO |
|
3.08% |
|
|
|
EFFIEs |
|
1.54% |
|
|
|
IPA Effectiveness |
|
7.69% |
|
|
|
LIAA |
|
1.54% |
|
|
|
The One Show |
|
7.69% |
|
|
|
New York Festivals |
|
4.62% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who will come out the winner if cross-media ownership restrictions are eased? |
| Rupert Murdoch |
|
49.61% |
|
|
|
Kerry Packer |
|
30.71% |
|
|
|
Kerry Stokes |
|
1.57% |
|
|
|
Sol Trujillo (Telstra) |
|
7.87% |
|
|
|
Brian Evans (Fairfax) |
|
6.30% |
|
|
|
Nick Falloon (Network Ten) |
|
3.94% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which of these local award shows would you most like to win big at? |
| ADMA |
|
14.61% |
|
|
|
AFA Effectiveness |
|
22.47% |
|
|
|
AWARD |
|
33.71% |
|
|
|
ATV |
|
0.00% |
|
|
|
Caxtons |
|
12.36% |
|
|
|
FOLIO |
|
1.12% |
|
|
|
Internet Awards |
|
7.87% |
|
|
|
Siren Awards |
|
4.49% |
|
|
|
The Gongs |
|
3.37% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Should media agencies be allowed to own a slice of the media companies they book into? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| M&C Saatchi and Carat won the $60 million Tourism Australia account. Was this a fair result? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| 2005 has been an unusually quiet year so far in terms of new business pitches |
| Strongly agree |
|
14.52% |
|
|
|
Agree |
|
35.48% |
|
|
|
No different to last year |
|
27.42% |
|
|
|
Disagree |
|
14.52% |
|
|
|
Strongly disagree |
|
8.06% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which Cannes Lion category should be the most important? |
| Film |
|
17.29% |
|
|
|
Press & Outdoor |
|
11.28% |
|
|
|
Direct |
|
10.53% |
|
|
|
Media |
|
8.27% |
|
|
|
Cyber |
|
6.02% |
|
|
|
Radio |
|
3.01% |
|
|
|
Titanium (Integrated) |
|
20.30% |
|
|
|
All should be of equal standing |
|
23.31% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Was Australia's performance in Cannes (12 Lions) satisfactory? |
| Yes, for a small market we performed well. |
|
27.78% |
|
|
|
No, our advertising lacks the recognition of other countries. |
|
72.22% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Has Australian advertising lost its local flavour? |
| Bloody oath mate |
|
52.38% |
|
|
|
Not on your nelly |
|
23.21% |
|
|
|
Buggered if I know |
|
24.40% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| How will Aussie agencies fare at Cannes this year? |
| Better than ever |
|
12.36% |
|
|
|
Well |
|
20.22% |
|
|
|
Average |
|
22.47% |
|
|
|
Poorly |
|
29.21% |
|
|
|
Worse than ever |
|
15.73% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are media agencies more powerful than ad agencies? |
| Yes, media strategy has become the most important driver in advertising |
|
51.63% |
|
|
|
No, ad agencies still influence clients at a deeper level |
|
48.37% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Stars spruiking products, advertising masquerading as weather reports: should there be more disclosure of paid-for advertorial? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Online classifieds are rapidly eating into print's dominant share. Are print classifieds on the way out? |
| Yes - within the next 5-10 years |
|
36.11% |
|
|
|
Maybe - but print publishers need to evolve significantly |
|
26.39% |
|
|
|
No - there will always be plenty of room for print |
|
37.50% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The Cannes International Advertising Festival in June will once again be swamped with clients. Is this a good thing? |
| Yes |
|
58.89% |
|
|
|
No |
|
30.00% |
|
|
|
Maybe |
|
11.11% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What's your least favourite form of marketing? |
| Radio ads |
|
8.44% |
|
|
|
TV ads |
|
9.70% |
|
|
|
Outdoor ads |
|
3.80% |
|
|
|
Newspaper ads |
|
3.80% |
|
|
|
Magazine ads |
|
2.95% |
|
|
|
Online ads |
|
6.75% |
|
|
|
Cinema ads |
|
3.80% |
|
|
|
Direct mail |
|
5.91% |
|
|
|
Telemarketing |
|
46.84% |
|
|
|
Ambient |
|
4.22% |
|
|
|
Viral |
|
3.80% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Advertising revenue topped $10 billion in 2004 according to CEASA. What does the future hold? |
| Moderate growth |
|
45.31% |
|
|
|
Strong growth |
|
10.94% |
|
|
|
No movement |
|
15.63% |
|
|
|
Moderate decline |
|
18.75% |
|
|
|
Strong decline |
|
9.38% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The Australian's dummy sports front page blending Toyota advertising with editorial was: |
| A great innovation for advertisers |
|
30.14% |
|
|
|
A questionable blurring of editorial and advertising |
|
49.32% |
|
|
|
Both of the above |
|
20.55% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What is the most cost-effective way of reaching a mass audience? |
| Free-to-air TV |
|
25.43% |
|
|
|
Subscription TV |
|
2.31% |
|
|
|
Radio |
|
13.87% |
|
|
|
Newspapers |
|
13.87% |
|
|
|
Magazines |
|
6.36% |
|
|
|
Out-of-home |
|
18.50% |
|
|
|
Online |
|
18.50% |
|
|
|
Cinema |
|
1.16% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The inaugural Kodak Gongs will be awarded for excellence in TV craft in September. Is this the beginning of the end for the ATV awards? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Will any major advertisers follow through on threats to drop free-to-air TV from their schedules because of rate rises? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Advertisers complain that TV rates are too high because of restricted supply. Is a fourth commercial licence the answer? |
| Yes |
|
47.37% |
|
|
|
No |
|
32.89% |
|
|
|
Maybe |
|
19.74% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which trade mark has done most to promote the Australian identity? |
| Akubra |
|
2.90% |
|
|
|
Arnott's |
|
0.77% |
|
|
|
Driza-Bone |
|
1.93% |
|
|
|
Fosters |
|
20.50% |
|
|
|
Holden |
|
3.48% |
|
|
|
Penfolds |
|
0.97% |
|
|
|
Qantas |
|
44.68% |
|
|
|
RM Williams |
|
4.06% |
|
|
|
Speedo |
|
2.90% |
|
|
|
Vegemite |
|
17.79% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The amount of project-work for non-rostered agencies |
| Is on the increase |
|
57.14% |
|
|
|
Is static |
|
21.43% |
|
|
|
Is declining |
|
21.43% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| The Meat & Livestock Assocation's Lamb campaign was: |
| An outrageous attack on minority groups |
|
7.19% |
|
|
|
Great advertising and even better PR |
|
76.47% |
|
|
|
Both of the above |
|
16.34% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Increase |
|
58.47% |
|
|
|
Stay the same |
|
22.03% |
|
|
|
Decrease |
|
19.49% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Media and creative: the likely scenario |
| Media and creative will remain as they are |
|
10.20% |
|
|
|
Media will be re-bundled with creative |
|
22.45% |
|
|
|
Creative will add media strategy |
|
34.69% |
|
|
|
Media agencies will add creative |
|
32.65% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| How big will your xmas party hangover be? |
| Big |
|
23.01% |
|
|
|
Out-of-control |
|
5.31% |
|
|
|
Wha? Where am I? |
|
15.04% |
|
|
|
So big it will have smaller hangovers orbiting round it |
|
56.64% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are there too many awards for advertising creative? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Which medium has the best growth prospects for 2005? |
| Cinema |
|
3.42% |
|
|
|
DM |
|
10.68% |
|
|
|
Free-to-air TV |
|
2.56% |
|
|
|
Magazines |
|
3.42% |
|
|
|
Newspapers |
|
2.56% |
|
|
|
Online |
|
27.35% |
|
|
|
Out-of-home |
|
41.45% |
|
|
|
Radio |
|
0.85% |
|
|
|
Subscription TV |
|
7.69% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are media owner in-house creatives a threat to ad agencies? |
| Yes |
|
34.43% |
|
|
|
No |
|
54.10% |
|
|
|
Maybe |
|
11.48% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is copywriting a dying art, if so, why? |
| No, it's as healthy as ever |
|
20.22% |
|
|
|
Yes, people are more visually-inspired these days |
|
13.48% |
|
|
|
Yes, through lack of training |
|
39.33% |
|
|
|
Yes, clients want ads that translate globally |
|
10.11% |
|
|
|
Yes, computers allow creatives to get away with it |
|
16.85% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Should media be re-bundled with creative? |
| Yes |
|
50.00% |
|
|
|
No |
|
40.22% |
|
|
|
Maybe |
|
9.78% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What's your agency's operating margin? (This is a confidential survey.) |
| Negative |
|
7.58% |
|
|
|
0-5% |
|
10.61% |
|
|
|
6-10% |
|
15.15% |
|
|
|
11-15% |
|
12.12% |
|
|
|
16-20% |
|
19.70% |
|
|
|
21-25% |
|
13.64% |
|
|
|
26-30% |
|
7.58% |
|
|
|
Over 30% |
|
13.64% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Are confidentiality agreements on the increase in the advertising sector? |
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who has the best election advertising? |
| The Coalition |
|
28.28% |
|
|
|
Labor |
|
17.93% |
|
|
|
Democrats |
|
4.14% |
|
|
|
Greens |
|
7.59% |
|
|
|
None of the above |
|
42.07% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Is there room for more women’s magazines in the Australian market? |
| No, the market is already saturated |
|
31.40% |
|
|
|
No, expect consolidation instead |
|
16.53% |
|
|
|
Yes, there are still some unexplored niches |
|
21.49% |
|
|
|
Yes, if they are carefully targeted |
|
30.58% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What do you usually do during the TV ad break? |
| Continue watching |
|
19.14% |
|
|
|
Do something else while still watching |
|
17.22% |
|
|
|
Press the mute button |
|
8.61% |
|
|
|
Switch channels |
|
44.02% |
|
|
|
Leave the room |
|
11.00% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Why do clients use pitch consultants? |
| To ensure transparency |
|
13.11% |
|
|
|
To benchmark costs |
|
4.92% |
|
|
|
To keep agencies honest |
|
18.03% |
|
|
|
To screw down agency costs |
|
63.93% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Do you enjoy watching commercials on Australian television? |
| Always |
|
3.05% |
|
|
|
Often |
|
14.21% |
|
|
|
Sometimes |
|
30.46% |
|
|
|
Almost never |
|
27.41% |
|
|
|
You're joking |
|
24.87% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Why are there so many English people in Australian advertising? |
| Escaping the English weather |
|
49.04% |
|
|
|
Hoping the Aussie dollar goes up |
|
3.18% |
|
|
|
Imparting international knowledge |
|
12.10% |
|
|
|
Sitting out next 40 years until World Cup win |
|
35.67% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| What form of agency remuneration produces the best advertising? |
| Head hours |
|
14.43% |
|
|
|
Retainer |
|
21.65% |
|
|
|
Commission |
|
2.06% |
|
|
|
Performance-based |
|
25.77% |
|
|
|
Licencing of ideas |
|
3.09% |
|
|
|
Combination of the above |
|
32.99% |
|
|
|
|
|
|
|
|
|
|
|
|
|
QUESTION:
| Who holds most responsibility for childhood obesity? |
| Parents |
|
72.64% |
|
|
|
Advertisers |
|
4.98% |
|
|
|
Government |
|
19.40% |
|
|
|
The media |
|
2.99% |
|
|
|
|
|
|
