ADVERTISING AWARDS
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Best small advertisement
The judges decided on Crane Fruehauf not because it is a colour advertisement but because it so clearly meets the objectives that the company had set itself which were to "raise awareness of the Crane Fruehauf product among fleet management and transport operators in the food and related industries".
James Weymouth, managing director of Reed Business Publishing's Transport Division, presents Graham Thomson of Crane Fruehauf with the Commercial Motor award for the best small advertisement of 1987.
Best dealer advertisement
The judges decision was based on three things here: first, the advert is unusual and draws the eye; second, it is easy to identify with the sentiment of frustration expressed in the advert and, indeed, the solution suggested; and third, the list of dealers is comprehensive, clear and easy to respond to.
Best workshop advertisement
The judges decided upon Borg & Beck because it arrests the eye with its unusual photographic image, brands the product well and, most importantly, clearly fulfils the job of putting across a strong message to the aftercare market.
Best direct response advertisement
AA BRS was seen by the judges as fulfilling all of the criterea necessary for a successful direct response advert. The service they offer is clearly communicated and the advert is very easy to reply to, carrying a lage coupon with a Freepost address and a Freephone number.
Best uso of photography
It was particularly difficult to judge this category due to the extremely high quality of all the entries. Iveco Ford was chosen by the judges becaue the photograph is technically excellent and also portrays in such a dramatic manner exactly what the copy line is saying.
Bost mono advertisement
Transfieet was chosen by the judges for several reasons: the bold use of headlines easily attracts the eye; the play on the word "truck" helps the reader to carry on through the body copy; a great deal of information is conveyed concisely and the whole advert has a feeling of authority and success.
Best two-colour advertisement The TIP advert is very striking and uses nor merely a second colour but also tones of that second colour. The advert is very attractive and gives a feelig of authority while branding the product and the company very strongly. Colin Barr of TIP takes the award for the best two-colour advert. The TIP entry was described by the judges as "very striking and attractive, branding the product and the company very strongly".
Best colour advertisement
When there is a lot of information to convey many advertisers are now using a multipage approach. MAN was chosen by the judges because its four-page advert transmits power and confidence by using excellent photography and combining technical details and a sales message in a succinct manner. They felt that the advert would leave the reader with a feeling of reliability and wanting to try one out for themselves.
Best Campaign
The judges found this category particularly difficult because so many excellent campaigns were entered for the awards. Eaton has a great deal of very technical information to put across to potential clients. It does so with great skill and consistency, using clever photography and a very attractive format. It brands itself well and the adverts serve to reinforce the confidence that existing users have, while creating the need to find out more in potential clients.