Showcase advert tops the poll!

The advertising campaign for BDTA Dental Showcase 2007 has won the award for the ‘most outstanding advertising’, according to a recent survey commissioned by BDA News.  It is the second consecutive year the BDTA has received the award.

The Ad-Q study, conducted by independent research company Harvey Research, provides feedback for advertisers on how well adverts are seen and read in a particular issue of the magazine. It also provides feedback on areas such as buying influence and actions taken as a result of advertisements and articles.

Of the 100 BDA News readers surveyed, 67% recalled seeing the Dental Showcase 2007 advert and 44% recalled reading it. Of the readers who are responsible for advising or making recommendations, 80% recalled seeing the advertisement and 55% recalled reading the advertisement. Based on these four percentages the Dental Showcase 2007 ‘Touch of Magic’ advert topped the poll, with a score of 246 points, fifty points ahead of its nearest rival.

Tony Reed, Executive Director of the BDTA, commented “We adopted the ‘Touch of Magic’ theme to promote this year’s Dental Showcase 2007 because magic conjures up a sense of new creations in people’s minds and this is typical of the dental industry which prides itself on innovation and product development.  This links perfectly with Showcase which provides an excellent opportunity for the trade to demonstrate their innovative products and services and technological developments to the dental team.  We are delighted to receive this award for a second consecutive year.”

BDTA Dental Showcase 2007 takes place at the NEC, Birmingham, 18–20 October 2007.

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