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isolated the effect of touch in
tablet newspaper, with a 28% increase in
spontaneous awareness
First stage PHD/UCL study
Hypothesis: It is effective in newsprint and tablet
Hypothesis: There are some types of creative
that are more effective
Newsworks/UCL/PHD study:
Newspaper ads are more trustworthy and reliable
• Print increased key brand metrics compared with pc, including
– Are honest +8%– Never disappoint +38%– Give confidence +8%– Can be relied on +4%
• The newspaper advertising also saw increases for
– Recommendation +6%– Customer satisfaction +15%
+41%
Honesty and sincerity
+30%
Confidence
+30%
Reliability
+34%
Customersatisfaction
Touched print ads improve brand trust
Increased willingness to try, purchase and recommend when print ads are touched
+16%
Would be glad to try
+24%
Would purchase
+22%
Would recommend
Brands who advertise on tablet are premium and people would be glad to try
• Tablets increased key brand metrics compared with pc, including
– High quality +5%– Well known +5%– Reflect my image positively +5%– People I know would like +8%
• Respondents are more likely to– Want to try the brand +6%– Prefer to buy even if a similar brand
is cheaper +15%
Tablet newsbrand ads convey premium and quality
Tactile ads increase premium quality perceptions even further
– High quality +16%– Reflect my image positively +16%– People I know would like +22%
And boost purchase intent by 25%
Hypothesis: It is effective in newsprint and tablet
Hypothesis: There are some types of creative
that are more effective
Newsworks/UCL/PHD study:
Tactile images could invite further interactivity in tablets
http://www.newsworks.org.uk/Creative/51511
Tactile images could invite further interactivity in tablets
http://www.newsworks.org.uk/Creative/PARKER/51524
New formats open great opportunities for touch
http://www.newsworks.org.uk/Creative/74805