By Philip Elmer-DeWitt
February 3, 2011

You might if it were an iAd, according to a study sponsored by Apple and Campbell’s

The current issue of Advertising Age makes a striking claim.

According to the results of a five-week Nielsen study, people who saw Campbell Soup’s iPhone ad …

  • Were twice as likely to recall it than those who saw its TV ad
  • Remembered the brand “Campbell’s” five times more often than TV viewers
  • Remembered the ad’s message three times more often
  • Liked the ad five times more than the TV ad
  • Said they intended to purchase the soup four times more than the TV viewers

The study was commissioned by Apple AAPL and Campbell Soup Co. CPB . As Ad Age’s Kunur Patel notes, Apple is looking for data that might persuade would-be clients that its iAd service is worth the steep cost of entry: a reported $1 million minimum for first-run advertisers.

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