long copy ads examples. all uk average total motivated/involved 58%49% uk (735 ads) normative data...

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  • Long copy adsExamples

  • Long copy adsExamples

  • Long copy adsExamples

  • Long copy adsAverage scores Long Copy averageLong Copy(16 ads)

    Chart1

    5365

    4356

    4559

    4152

    5970

    4353

    black

    orange line

    Sheet1

    blackorange line

    Impact5365

    Re-appraisal4356

    Emotional connection4559

    Call to action4152

    Depth of information5970

    Reminds me of TV4353

    To resize chart data range, drag lower right corner of range.

    655659527053

  • Category: Gov, Social, Political OrganisationsDate: March 16 2010Tested: April, 2010Sample: 100 Women Category averageTotal Motivated/involved84%5349Category(28 ads)UK(735 ads)Normative data (averages)motivatedinvolvedBranding clarityOvarian Cancer* Involvement diagnostics benchmarked from Feb 2011. Category average: 20 adsAll UK averageLong copy adsTop scorer898483

    Chart1

    75

    67

    80

    Branding clarity

    Sheet1

    Branding clarity

    orange left75

    gray middle67

    black right80

    To resize chart data range, drag lower right corner of range.

    Chart1

    4989

    4172

    3984

    3068

    4983

    3942

    gray

    orange line

    Sheet1

    grayorange line

    Impact4989

    Re-appraisal4172

    Emotional connection3984

    Call to action3068

    Depth of information4983

    Reminds me of TV3942

    To resize chart data range, drag lower right corner of range.

    897284688342

    Chart1

    1470

    involved

    motivated

    Sheet1

    Column1involvedmotivated

    total motivated/involved1470

    To resize chart data range, drag lower right corner of range.

    Chart1

    1539

    1535

    involved

    motivated

    Sheet1

    involvedmotivated

    category1539

    uk1535

    To resize chart data range, drag lower right corner of range.

  • Category: Food & DrinkDate: January 28 2010Tested: March, 2010Sample: 101 Chief Shoppers Category averageTotal Motivated/involved76%5449Category(144 ads)UK(735 ads)Normative data (averages)motivatedinvolvedBranding clarityKit Kat* Involvement diagnostics benchmarked from Feb 2011. Category average: 20 adsAll UK averageLong copy adsHigh scorer

    Chart1

    85

    80

    80

    Branding clarity

    Sheet1

    Branding clarity

    orange left85

    gray middle80

    black right80

    To resize chart data range, drag lower right corner of range.

    Chart1

    5578

    4674

    4868

    4763

    6483

    4541

    83

    gray

    orange line

    Sheet1

    grayorange line

    Impact5578

    Re-appraisal4674

    Emotional connection4868

    Call to action4763

    Depth of information6483

    Reminds me of TV4541

    To resize chart data range, drag lower right corner of range.

    Chart1

    1660

    involved

    motivated

    Sheet1

    Column1involvedmotivated

    total motivated/involved1660

    To resize chart data range, drag lower right corner of range.

    Chart1

    1539

    1535

    involved

    motivated

    Sheet1

    involvedmotivated

    category1539

    uk1535

    To resize chart data range, drag lower right corner of range.

  • Galaxy (short copy)Total Motivated/Involved6364Long CopyShort CopymotivatedinvolvedBranding clarityGalaxy (long copy)Long CopyLong copy + short copy

    Chart1

    7063

    4947

    5456

    4859

    6865

    5751

    Long Copy

    Short Copy

    70

    Sheet1

    Long CopyShort Copy

    Impact7063

    Re-appraisal4947

    Emotional connection5456

    Call to action4859

    Depth of informations6865

    Reminds me of TV5751

    To resize chart data range, drag lower right corner of range.

    Chart1

    83

    80

    Branding clarity

    Sheet1

    Branding clarity

    orange left83

    gray middle80

    To resize chart data range, drag lower right corner of range.

    Chart1

    2240

    1549

    involved

    motivated

    Sheet1

    involvedmotivated

    category2240

    uk1549

    To resize chart data range, drag lower right corner of range.

  • Category average (26 ads*)Test adInvolvement diagnostics%*Added in February 2011Long copy Can be funny

  • I Cant Believe Its Not Butter - launched with long copy ads20 years agoI Cant Believe Its 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 MenAll UK averageCategory averageTotal Motivated/involved50%4649Category(17 ads)UK(532 ads)Normative data (averages)motivatedinvolvedBranding clarityBritish GasDelivering important information in a brand story

    Chart1

    88

    83

    79

    Branding clarity

    Sheet1

    Branding clarity

    orange left88

    gray middle83

    black right79

    To resize chart data range, drag lower right corner of range.

    Chart1

    5256

    4342

    4550

    4140

    5866

    4376

    black

    orange line

    Sheet1

    blackorange line

    Impact5256

    Re-appraisal4342

    Emotional connection4550

    Call to action4140

    Depth of information5866

    Reminds me of TV4376

    To resize chart data range, drag lower right corner of range.

    Chart1

    4956

    4042

    4250

    3940

    5566

    4576

    gray

    orange line

    Sheet1

    grayorange line

    Impact4956

    Re-appraisal4042

    Emotional connection4250

    Call to action3940

    Depth of information5566

    Reminds me of TV4576

    To resize chart data range, drag lower right corner of range.

    Chart1

    842

    involved

    motivated

    Sheet1

    involvedmotivated

    total motivated/involved842

    To resize chart data range, drag lower right corner of range.

    Chart1

    1333

    1534

    involved

    motivated

    Sheet1

    involvedmotivated

    category1333

    uk1534

    To resize chart data range, drag lower right corner of range.

  • Category: FinanceDate: March 25 2010Tested: April, 2010Sample: 102 Quality or mid-market readersCategory averageTotal Motivated/involved41%4349Category(95 ads)UK(735 ads)Normative data (averages)motivatedinvolvedBranding clarityHSBCAll UK averageMany copy points less successful than long copy

    Chart1

    90

    78

    80

    Branding clarity

    Sheet1

    Branding clarity

    orange left90

    gray middle78

    black right80

    To resize chart data range, drag lower right corner of range.

    Chart1

    4845

    3830

    3934

    3633

    5368

    4138

    gray

    orange line

    Sheet1

    grayorange line

    Impact4845

    Re-appraisal3830

    Emotional connection3934

    Call to action3633

    Depth of information5368

    Reminds me of TV4138

    To resize chart data range, drag lower right corner of range.

    453034336838

    Chart1

    1824

    involved

    motivated

    Sheet1

    Column1involvedmotivated

    total motivated/involved1824

    To resize chart data range, drag lower right corner of range.

    Chart1

    1330

    1535

    involved

    motivated

    Sheet1

    involvedmotivated

    category1330

    uk1535

    To resize chart data range, drag lower right corner of range.

  • New creative diagnosticsAdded in July 2011Very eye-catchingStriking pictures/visualsInteresting headlineClear & easy to readEasy to understandTells/shows me something new Similar to other ads in categoryDoesnt stand out on pageLooks cluttered/ confusing

    Chart1

    6472

    6580

    5971

    7774

    8079

    5261

    4028

    2639

    3030

    NP norm

    Brand A

    Sheet1

    NP normBrand A

    Very eye-catching6472

    Striking pictures/visuals6580

    Interesting headline5971

    Clear and easy to read7774

    Easy to understand8079

    Tells/shows me something new5261

    Similar to other ads in category4028

    Looks cluttered/confusing2639

    Doesn't stand out on page3030

  • Long copy can be more motivatingMotivated/Involved

    ******Creative diagnostics have been added from July 2011, to help explain the scores achieved for Motivation, Involvement and Role for advertising metrics. Drawing on some of the key executional dos and donts that the NMA has identified in qual and quant research, the diagnostics are intended to help creative agencies and clients improve ad performance (without being unduly negative or proscriptive)*