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The 2007 Alcohol Monopoly Campaign 189

Spontaneous Recall (Both Print and Web)
About 17% of the respondents could spontaneously remember the ad cam-
paign. More men (24%) than women (11%) remembered the ads sponta-
neously. Also, frequent customers (24%) could spontaneously recall the ads to a
greater extent than noncustomers (13%). Furthermore, older people (age 45
and above) scored higher than younger respondents.

Aided Recall (Print)

“Aided recall” means that the respondents are given a short description of the
message of the campaign ads. The result shows that 32% of the respondents had
either read or seen the ads—more men (40%) than women (25%) and more
customers (39%) than noncustomers (26%). More specifically, 24% of the re-
spondents had read the ads—again, more men (31%) than women (19%) and
more customers (30%) than noncustomers (19%). Among the ads, the first one,
with the expert male researcher, scored highest regarding reading (19%), as well
as either reading or seeing the ad (25%). The other ad (the bottles) scored 9% on
reading and 15% on either reading or seeing the ad.

Aided Recall (Web)

For the Web advertisement, the aided recall was 7%. It scored highest among the
youngest group, 16- to 29-year-olds (15%) and higher among men (11%) than
women (4%).
Acceptance (Both Print and Web)

Among the people who had read and seen the campaign, 22% answered that
their attitude had become more positive toward Systembolaget as a result of the
campaign. The youngest respondents (16- to 29-year-olds) were both the most
positive and the most negative, indicating that the effect of the campaign was
the strongest for this group. The older (age 60 and above) were the least positive.
People in small cities (24%) and rural areas (26%) were more positive than peo-
ple in big cities (17%). There were no major differences between men and
women; 24% of frequent customers and 13% of noncustomers had become
more positive. In total, 66% of the respondents answered that they had not
changed their attitude as a result of the campaign.

Attitude to Advertisement
About 60% of the respondents answered that it was good that Systembolaget ad-
vertises its business, 21% disliked it, and 15% were indifferent. More men (67%)
than women (54%) were positive, as well as more frequent customers (64%)