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4 page Advert tested – Waitrose. Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers. Perceived branding clarity %. Normative data (averages). Very clear. Quite clear. Category (74 ads). UK (863 ads). - PowerPoint PPT Presentation
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Source: GuardianCategory: RetailDate: October 06 2011Tested: November, 2011Sample: 95 Chief shoppers
4 page Advert tested – Waitrose
2235 38
69 48 41
Very clear
Quiteclear
Category(74 ads)
UK(863 ads)
Normative data (averages)
Perceived branding clarity%
Positive answer to 2 out of 3 of:
• People like you would like this advert?
• Would like to see the ad again some time?
• Gives feeling that what was said about brand was worthwhile?
As well as being involved, positive to 2 out of 3 of:
• Increased interest in using BRAND?
• Improved opinion of BRAND?
• Would mention points / impressions from ad in conversation?
Q
Q
6 simple questions derive Involvement and Motivation
= Involved
= Motivated
Involvement & Motivation(AdEval™)
14 16 15
5641
35
5757 4949
Category(74 ads)
UK(863 ads)
Total Motivated/involved
69%
Normative data(averages)
motivated
involved
Involvement & Motivation (AdEval™)%
Bottom 25%
UKAverage
Top 25%
Top10%
motivated
56
23
35
48 52
Motivation (AdEval™) vs. benchmark data%
Normative data
involved
14
8
15
2123
Bottom 25%
UKAverage
Top 25%
Top10%
Involved (AdEval™) vs. benchmark data%
Normative data
69
3749
62 66
Total motivated/involved
Normative data
Bottom 25%
UKAverage
Top 25%
Top10%
Total Motivated/Involved(AdEval™) vs. benchmark data %
Key to Impact and Role for Advertising
Impact = It is advertising I would stop and look at rather than turning the page
Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue
Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly
Call to action = The advertising gives me a reason to go out and buy (brand)/take further action
Depth of information = The advertising gives me enough information (to decide whether (brand) is for me)
Reminds me of TV = It reminds me of the TV adverts for (brand)
68
80
59
68
64
72
Category average
Test ad
Impact and Role for Advertising %
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV
68
80
72
64
68
59
All UK average
Test ad
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV
Impact and Role for Advertising %
Involvement diagnostics
The involvement diagnostics ‘wheel’ shows how actively engaging ads are perceived to be by consumers
Respondents choose one word from sets of 4 words, to describe ad
The preferred territory is generally the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel
Higher ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response
Category average (28 ads*)
Test ad
Involvement diagnostics%
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
*Added in February 2011*Added in February 2011
4948
22
31
262025
16
530
54
All UK average (330 ads*)Test ad
Involvement diagnostics%
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
*Added in February 2011*Added in February 2011
4948
22
31
2620
2516
530
54
Contacts
This study is based on the TNS Mercury™ model of assessing advertising creativeThis study is based on the TNS Mercury™ model of assessing advertising creative
For further information, please contact:
Judy Harman Julia HarrisonPlanning Director Associate DirectorNewspaper Marketing Agency Kantar Media
020 7747 2136 020 7656 [email protected] [email protected]
