Ba ckground & O bje ctives To give us a sense of your analytic al skills, we’ve cre ate d the following mo ck c opy test for you to analyze and interpret. Ple ase review the d ata on the following p a g es and provid e your analysis by: " "
Writin g a h e a d lin e o n e a c h p a g e th a t su m m a riz e s th e k e y p oints a n d pro gr e ss e s a n o v e r a ll st ory th a t th e d a t a is t e llin g Writin g a su m m a ry o n th e l a st p a g e th a t in c lu d e s k e y insi g hts fro m th e d a t a a n d y o ur r e c o m m e n d a tio n f or th e c li e nt
Som e b a ckground to g et you starte d: A c opy test is a stu d y w e us e t o e v a lu a t e a d v e rtisin g . If y o u w a nt t o u n d e rst a n d th e sp e c ifi c q u e stio ns w e a sk in th e surv e y, th e y ’r e list e d o n th e b o tt o m l e ft c orn e r o f th e p a g e . Th e A /B l e tt e rs a n d sq u a r e s/ c ir c l es thro u g h o ut d e n o t e th a t o n e a d p e rf orm e d si g nifi c a ntly hi g h e r/lo w e r th a n th e o th e r. Our a p pro a ch – H&P utiliz e s 2 m a in a n a lys e s in c o p y t e stin g : " R e sp o ns e t o a d v e rtisin g (first 3 p a g e s) – th e s e a r e q u e stio ns th a t a r e a sk e d o f th e r e sp o n d e nt a ft e r s e e in g th e a d " Im p a c t o n br a n d (l a st 2 p a g e s) – w e a sk br a n d q u e stio ns o n c e b e f or e c o nsu m e rs s e e th e a d v e rtisin g a n d a g a in a ft e r, t o lo o k a t th e c h a n g e in r e sp o ns e a s a r e sult o f h a vin g s e e n th e a d Client obje ctives: " Th e c li e nt is tryin g t o b o th c h o os e a n a d t o m o v e f orw a rd int o pro d u c tio n a n d t o g a in insig hts o n h o w t o m a k e th e a d m or e e ff e c tiv e . Th e pri m a ry g o a l o f this a d v e rtisin g is t o intro d u c e a n e w pro d u c t t o c o nsu m e rs. O f c o urs e , th e y w a nt th e a d t o g e n e r a t e p ur c h a s e int e r e st, b ut a lso w a nt t o p ortr a y a fu n / vi br a nt i m a g e f or th e br a n d . A n d , a s a lw a ys, it is i m p ort a nt th a t 0 th e a d b e a b l e t o st a n d o ut a n d h ol d th e a tt e ntio n o f vi e w e rs. Hall & Partners !
C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
A d A’s unique displa y shows trendy re c ognition due to its innov ative and m e mora ble c a mp aign, where as A d B is less than a vera g e re g arding inventive trends. Q 1: W hi c h o f th e s e st a t e m e nts b e st d e s c ri b e s h o w d iff e r e nt y o u fin d th e a d v e rtisin g ?
TOP
It st a n ds o ut a s som ewhat d iff e r e nt fro m o th e r a d v ertisin g
2 Ad Salience It re ally st a n ds o ut a s d iff e r e nt fro m o th e r a d v ertisin g
BO X
SALIENCE Dia gnostics
AB
60% 40% 55% 42% 44% 42% “It’s clever a dvertising”
“It sticks in my mind”
75%
65%
“It’s the sort of a dvertising p e ople would talk a bout”
1 Hall & Partners !
C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
A d A displa ys humor y et A d B will drive purchase sales not for its salienc e but more over its id entifia ble re presentation with c onsum ers resulting in a strong relia ble brand a p p e al.
Q 2: W hi c h o f th e s e st a t e m e nts b e st d e s c ri b es h o w a p p e a lin g y o u fin d th e a d v e rtisin g ?
TOP
2Ad Involvement Much more a p p e a lin g th a n o th e r a d v e rtisin g
Som ewhat more a p p e a lin g th a n o th e r a d v e rtisin g
BO X
INVOLVEMENT
AB Dia gnostics
51% 38% 52% 64% “It’s amusing / funny”
“The commercial is aimed at someone like me”
67%
71%
55% 75% “I can identify with what it is saying and showing” 2 Hall & Partners !
C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
Even though A d B is not viewe d as im a ginative, c onsum ers view A d B as mod ern and interesting ultim ately resulting in a higher interest in purchasing not only the product but also the brands relia bility. Q 3: W hi c h o f th e f ollo win g st a t e m e nts b e st a p p li e s t o th e a d v e rtisin g ?
TOP
2 Ad Persuasion It m a k e s m e a lot m or e int e r e st e d in b uyin g fro m this br a n d
It m a k e s m e a little m or e int e r e st e d in b u yin g th e br a n d
BO X
PERSUASION
AB Dia gnostics
69% 67% 52% 64% 45% 54% 42% 23% “It told me something new”
“It tells me something interesting about the product”
“Makes me want to find out more”
55%
66%
“It doesn’t tell me enough about the product”
3 Hall & Partners !
C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
A d A is shown a g ain as cutting e d g e, but A d B spurre d growth in purchasing power and loy alty a mong c onsum ers driving long term sales.
Brand Imagery Q 5: Pl e a se t e ll us w hi c h of th e f ollo win g st a t e m e nts y o u b e li e v e a p ply t o th e br a n d .
Is a u niq u e br a n d
+28
Is a br a n d with a s e ns e o f h u m or
+26
Is d oin g thin gs d iff e r e ntly th a n o th e r br a n ds
Is o ff e rin g int e r e stin g n e w pro d u c ts
+22
+2
+11
+19
+6
Diff e r e nt lo o k & f e e l fro m o th e r br a n ds in c a t e g ory
Is m a kin g so m e o f th e b e st pro d u c ts in c a t e g ory
+8
+29
+4
C h a n g e in r e sp o ns e fro m b e f or e s e e in g th e a d t o a ft e r
+6
+25
# /$ = Sig nifi c a nt in c r e a s e / d e c lin e fro m pr e t o p ost a t 95% c o nfi d e n c e l e v e l
Hall & Partners ! C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
4
A d B is id entifia ble, relia ble, and sought after for quality which results in long lasting loy al c ostum ers and a guarante e d interest in purchase.
Brand Response “It’s m y f a v orit e a n d th e o nly o n e I w o ul d c o nsi d e r/It's o n e I pr e f e r a n d w o ul d a lw a ys c o nsi d e r a h e a d o f o th e rs”
Brand
“ O n its w a y u p a n d h a s a lo t o f thin gs g oin g f or it / O n its w a y u p a n d h a s a f e w thin gs g oin g f or it”
Brand
“Th e y a r e w e ll a h e a d o f th e r e st / Th e y a r e a b it a h e a d o f th e r e st”
“So m e o n e I'd r e a lly lik e a n d w h o I'd h a v e a lo t in c o m m o n with /So m e o n e I'd lik e a n d h a v e so m e thin gs in c o m m o n with ”
+15
+20
C ommitment
+22
+12
Dyna mism
Brand
+3
+2
Le a d ership
Brand Involve m ent
+10 C h a n g e in r e sp o ns e fro m
b e f or e s e e in g th e a d t o a ft e r
+19
5 Hall & Partners ! C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research
Summ ary & C onclusions •A d A displa ys short live d trend a p pre ciation and humor through salienc e y et la cks strong brand p erc e ption and involve m ent a mong the targ et audienc e. •Re c omm end ation: Drive product involve m ent throughout c a mp aign to incre ase brand p enetration and an incre ase in g enerate d sales.
•Relia bility and quality, shown in A d B incre ase the targ ets c onne ction to the brand through high levels of involve m ent and p ersuasion dia gnostics, y et la cks in salienc e. •Re c omm end ation: Incre ase levels of awareness and salienc e involve m ent by driving curiosity in a cre ative wa y to attra ct all audienc es.
A p p e aling
Creates Humorous
BUZZ
Reliable Offers interesting
Products Drives
DOES THIN GS
Differently Clever
CURIOSITY O n it’s wa y
RELATABLE
up
“It doesn’t tell me enough
about the product”
“It’s my favorite and the only one I would consider”
6 Hall & Partners !
C o nfi d e nti a l a n d Pro pri e t a ry - N o t f or Pu b li c Distri b utio n - D o N o t C o p y
Brand and Communications Research