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%
