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

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

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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

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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

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897284688342

Chart1

1470

involved

motivated

Sheet1

Column1involvedmotivated

total motivated/involved1470

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Chart1

1539

1535

involved

motivated

Sheet1

involvedmotivated

category1539

uk1535

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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

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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

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Chart1

1660

involved

motivated

Sheet1

Column1involvedmotivated

total motivated/involved1660

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Chart1

1539

1535

involved

motivated

Sheet1

involvedmotivated

category1539

uk1535

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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

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Chart1

83

80

Branding clarity

Sheet1

Branding clarity

orange left83

gray middle80

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Chart1

2240

1549

involved

motivated

Sheet1

involvedmotivated

category2240

uk1549

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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

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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

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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

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Chart1

842

involved

motivated

Sheet1

involvedmotivated

total motivated/involved842

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Chart1

1333

1534

involved

motivated

Sheet1

involvedmotivated

category1333

uk1534

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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

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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

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Chart1

1330

1535

involved

motivated

Sheet1

involvedmotivated

category1330

uk1535

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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)*