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SBC Advertising Top List Of BEST ADS OF SUMMER 2008

Columbus, OH (October 1, 2008) –- A Bed Bath & Beyond ad created by Columbus-based SBC Advertising was awarded the highest ranking engagement score on a list of the Best Ads of Summer 2008. MRI Starch Communications, a trusted specialist in print advertising effectiveness and research, recently rated the work of top agencies from across the country to determine the most engaging magazine ads.

MRI Starch, a division of Mediamark Research & Intelligence, developed an "engagement score" as a means of identifying the best performing print ads. To determine an ad's score, MRI Starch combines the percentage of readers who notice a given ad and the percentage who read at least half of the message. MRI Starch considered 694 one- to two-page ads with a minimum of 50 words before selecting the top ads in 12 major categories.

SBC's Bed Bath & Beyond ad was selected as the top ad in the retail category for its adherence to many of MRI Starch's "Ten Principles for Successful Print Advertising" and was given a score of 132 in a category in which the average was 71. This engagement score was also the highest of any ad on the list.

MRI Starch's research has shown that the use of multiple focal points often causes readers to disengage from an ad's message, lose interest and turn the page. According to MRI's evaluation summary, SBC's ad featuring the sole image of a fork missing one tine offers a dose of humor when combined with the text, "It's not 20% less. It's 20% off." The subtlety of the absent tine and prominent logo creatively harness the power of simplicity and entice consumers with the promise of saving money on a future purchase. The ad was able to attract many readers interested in obtaining a discount; 50 percent of those who saw the message saved the ad.

"At SBC, we take great pride in our retail roots," said Lance Dooley, creative director. "We understand not only the importance of creating retail impact for our clients, but translating that experience into consumer action. We want our client's customers to participate in a transaction. If they don't, we haven't done our job."