NEW YORK — The shoemaker Nike Inc. nosed out fragrance maker Calvin Klein as the sponsor of the most popular print advertising campaign of 1990, according to a consumer survey.
Nike moved up from fourth place in the 1989 survey, while Calvin Klein fell from the top spot for the first time in four years, according to results in the survey released Sunday by the research firm Video Storyboard Tests Inc.
The Nike print ads last year included a campaign that featured basketball star Michael Jordan and filmmaker Spike Lee.
Earlier this year, Nike placed second in a similar consumer survey that Video Storyboard conducted on television commercials for 1990.
"Nike is the first to do so well in both media," said Dave Vadehra, who heads Video Storyboard Tests.
He said Nike also produced a number of multipage ads that were inserted into magazines and featured long essays or collections of artwork that attracted readers' attention.
"They say they think Nike is very creative and unique and imaginative," he said.
Video Storyboard Tests interviewed 24,000 people over the course of 1990 for its latest survey, asking them to recall the newspaper and magazine ads that they found to be the most outstanding they had seen recently.