Long copy ads Examples. All UK average Total Motivated/involved 58%49% UK (735 ads) Normative data (averages) motivated involved Branding clarity.

Long copy adsExamples

Long copy adsExamples

Long copy adsExamples

All UK average

Total Motivated/involved

58% 49%

UK(735 ads)

Normative data (averages)

motivated

involved

Branding clarity

Long copy adsAverage scores

Long Copy average

Long Copy(16 ads)

Category: Gov, Social, Political OrganisationsDate: March 16 2010Tested: April, 2010Sample: 100 Women

Category average

Total Motivated/involved

84%

53 49

Category(28 ads)

UK(735 ads)

Normative data (averages)

motivated

involved

Branding clarity

Ovarian Cancer

* Involvement diagnostics benchmarked from Feb 2011. Category average: 20 ads

All UK average

Long copy adsTop scorer

89

84

83

Category: Food & DrinkDate: January 28 2010Tested: March, 2010Sample: 101 Chief Shoppers

Category average

Total Motivated/involved

76%

54 49

Category(144 ads)

UK(735 ads)

Normative data (averages)

motivated

involved

Branding clarity

Kit Kat

* Involvement diagnostics benchmarked from Feb 2011. Category average: 20 ads

All UK average

Long copy adsHigh scorer

Galaxy (short copy)Total Motivated/Involved

63 64

Long Copy Short Copy

motivated

involved

Branding clarity

Galaxy (long copy)

Short Copy Long Copy

Long copy + short copy

Category average (26 ads*)

Test ad

Involvement diagnostics%

*Added in February 2011*Added in February 2011

Distinctive

Soothing

Gentle

Dull

Irritating

Disturbing

Interesting

Pleasant

WeakBoring

Unpleasant

Involving

Long copy Can be funny

I Can’t Believe It’s Not Butter - launched with long copy ads20 years ago

I Can’t Believe It’s Not Butter launched in the UK in newspapers on 29th October 1991 with a long copy ad mocking the initial ban on its TV campaign in a dispute over using the word butter.

The brand had to issue an out-of-stock apology on 13th November

It achieved 35% awareness in just one week

Category: Business & IndustrialDate: January 2011Tested: February 2011Sample: 106 Women and Men

All UK averageCategory average

Total Motivated/involved

50%46 49

Category(17 ads)

UK(532 ads)

Normative data (averages)

motivated

involved

Branding clarity

British Gas

Delivering important information in a brand story

Category: FinanceDate: March 25 2010Tested: April, 2010Sample: 102 Quality or mid-market readers

Category average

Total Motivated/involved

41% 43 49

Category(95 ads)

UK(735 ads)

Normative data (averages)

motivated

involved

Branding clarity

HSBC

All UK average

Many copy points less successful than long copy

New creative diagnosticsAdded in July 2011

32 ads average

Very eye-catching

Striking pictures/visuals

Interesting headline

Clear & easy to read

Easy to understand

Tells/shows me something new

Similar to other ads in

category

Doesn’t stand out on page

Looks cluttered/confusing

Marmite

Long copy can be more motivating

47%47%Motivated/Involved 44%44%