How Much Does an Industrial Logotype Add to the Effectiveness of an Advertisement?

The article presents an analysis of the importance of logotype in an advertisement. An experiment was done by the Philips company in the Netherlands. Philips set up a split-run test with two identical advertisements, each with a different logotype. The study found that the well-known brand name got four times more "action" scores, two-and-a-half times the score on aided recall measurement, and a rating five times higher on unaided recall as the alternative advertisement. In a similar experiment, an advertisement was sent out as a direct-mail survey with the advertisers name and logotype blocked out. Most consumers were still able to correctly identify the advertiser. [ABSTRACT FROM AUTHOR]