2014 10 30 who won the mirror - iceland mince pies - newspaper print advertising eyetracking...
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Have you ever wondered which ads placed in the national newspapers are the most effective at engaging readers? Lumen Research do an eye tracking research each week to find out which of the ads were most successful in getting attention. www.lumen-research.com - Iceland Christmas ad It might only be November, but the battle for the mince pie is already on. This weeks winner is Iceland, with a tactical approach focusing on the quality of their mince pies after they were named “Britain’s Best” by the Good Housekeeping Institute. High contrast font colour and quality images helped Iceland to achieve an incredible 94% standout. We also looked at a subsection of our sample, finding that women that had children under the age of 16 living at home with them looked at the Iceland ad for an average of 1.3” seconds longer than those that didn’t. So, it looks like Mums really do go to Iceland! Or they might for their mince pies at least. -Iceland Christmas Ad Feature Analysis and View order The secondary features, such as the roundel and comparison list were read by a considerable number of people, contributing to the above average engagement with the ad. Iceland made the most of their blind taste test win, explicitly comparing themselves with the likes of Asda, Waitrose and even Harrods. The image conveys the quality of the “Luxury” product, while the low price is still clearly displayed. -Some Psychology Behind Xmas Ads… From a very early age, most of us learn to associate Christmas with positive feelings, which, year after year, are reinforced. Consequently, merely seeing a bit of tinsel or a the scent of pine can be enough to bring back feelings of cosy nostalgia. In psychological terms, this is a process in which a repeated simultaneous exposure to two previously unrelated stimuli leads to a learned or “conditioned” association, this is commonly known as classical or Pavlovian conditioning. One of the ways in which successful Christmas advertising can work is through a process known as “evaluative conditioning”. This works by an emotionally affective stimulus being paired repeatedly with another emotionally neutral stimulus. Consequently, the emotion associated with the first stimulus becomes associated with the second (De Houwer, Thomas, & Bauyens, 2001). If used in the correct way, people could be conditioned to associate the positive emotion, already associated with Christmas, with a brand. These associations don’t stand alone, in face we build a web of associations with each brand we are aware of. These networks of associations are known in neurology as a brand engram (Franzen and Bouwman, 2001). - References: De Houwer, J., Thomas, S. , & Baeyens, F. (2001). Associative learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning. Psychological Bulletin, 127, 853-869. Franzen, G and Bouwman, M (2001) The Mental World of Brands. World Advertising Research CTRANSCRIPT
lumen-research.com
30th October 2014
Iceland Christmas AdAn eye-tracking study by Lumen Research
lumen-research.com
Iceland Christmas Ad
Expected Actual
Standout 76% 94%
Engagement 3.0 3.4
It might only be November, but the battle for the mince pie is already on.
This weeks winner is Iceland, with a tactical approach focusing on the quality of their mince pies after they were named “Britain’s Best” by the Good Housekeeping Institute.
High contrast font colour and quality images helped Iceland to achieve an incredible 94% standout.
We also looked at a subsection of our sample, finding that women that had children under the age of 16 living at home with them looked at the Iceland ad for an average of 1.3” seconds longer than those that didn’t. So, it looks like Mums really do go to Iceland! Or they might for their mince pies at least.
lumen-research.com
Iceland Christmas AdFeature Analysis and View order
The secondary features, such as the roundel and comparison list were read by a considerable number of people, contributing to the above average engagement with the ad.
Iceland made the most of their blind taste test win, explicitly comparing themselves with the likes of Asda, Waitrose and even Harrods.
The image conveys the quality of the “Luxury” product, while the low price is still clearly displayed.
lumen-research.com
Some Psychology Behind Xmas Ads…
From a very early age, most of us learn to associate Christmas with positive feelings, which, year after year, are reinforced. Consequently, merely seeing a bit of tinsel or a the scent of pine can be enough to bring back feelings of cosy nostalgia. In psychological terms, this is a process in which a repeated simultaneous exposure to two previously unrelated stimuli leads to a learned or “conditioned” association, this is commonly known as classical or Pavlovian conditioning.
One of the ways in which successful Christmas advertising can work is through a process known as “evaluative conditioning”. This works by an emotionally affective stimulus being paired repeatedly with another emotionally neutral stimulus. Consequently, the emotion associated with the first stimulus becomes associated with the second (De Houwer, Thomas, & Bauyens, 2001). If used in the correct way, people could be conditioned to associate the positive emotion, already associated with Christmas, with a brand.
These associations don’t stand alone, in face we build a web of associations with each brand we are aware of. These networks of associations are known in neurology as a brand engram (Franzen and Bouwman, 2001).
lumen-research.com
References
De Houwer, J., Thomas, S. , & Baeyens, F. (2001). Associative learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning. Psychological Bulletin, 127, 853-869.
Franzen, G and Bouwman, M (2001) The Mental World of Brands. World Advertising Research Centre