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Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose
14

Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

Dec 16, 2015

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Page 1: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

Source: GuardianCategory: RetailDate: October 06 2011Tested: November, 2011Sample: 95 Chief shoppers

4 page Advert tested – Waitrose

Page 2: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 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%

Page 3: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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™)

Page 4: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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™)%

Page 5: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

Bottom 25%

UKAverage

Top 25%

Top10%

motivated

56

23

35

48 52

Motivation (AdEval™) vs. benchmark data%

Normative data

Page 6: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

involved

14

8

15

2123

Bottom 25%

UKAverage

Top 25%

Top10%

Involved (AdEval™) vs. benchmark data%

Normative data

Page 7: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

69

3749

62 66

Total motivated/involved

Normative data

Bottom 25%

UKAverage

Top 25%

Top10%

Total Motivated/Involved(AdEval™) vs. benchmark data %

Page 8: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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)

Page 9: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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

Page 10: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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 %

Page 11: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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

Page 12: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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

Page 13: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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

Page 14: Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers 4 page Advert tested – Waitrose.

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]