4 page Advert tested – Waitrose
Source: Guardian
Category: Retail
Date: October 06 2011
Tested: November, 2011
Sample: 95 Chief shoppers
Perceived branding clarity
%
Normative data
(averages)
69
22
Very
clear
Quite
clear
48
41
35
38
Category
(74 ads)
UK
(863 ads)
Involvement & Motivation
(AdEval™)
6 simple questions derive Involvement and Motivation
Positive answer to 2 out of 3 of:
Q
• People like you would like this advert?
• Would like to see the ad again some time?
= Involved
• Gives feeling that what was said about brand was worthwhile?
As well as being involved, positive to 2 out of 3 of:
Q
• Increased interest in using BRAND?
• Improved opinion of BRAND?
• Would mention points / impressions from ad in conversation?
= Motivated
Involvement & Motivation
(AdEval™)
%
Total Motivated/involved
69%
Normative data
(averages)
57
motivated
49
56
41
35
involved
14
16
15
Category
(74 ads)
UK
(863 ads)
Motivation (AdEval™)
vs. benchmark data
%
Normative data
56
48
52
35
23
motivated
Bottom
25%
UK
Average
Top
25%
Top
10%
Involved (AdEval™)
vs. benchmark data
%
Normative data
21
23
15
14
8
involved
Bottom
25%
UK
Average
Top
25%
Top
10%
Total Motivated/Involved
(AdEval™) vs. benchmark data
%
Normative data
69
62
66
49
37
Total
motivated/
involved
Bottom
25%
UK
Average
Top
25%
Top
10%
Key to Impact and Role for
Advertising
Impact = It is advertising I would stop and look at rather than turning the page
Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue
Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly
Call to action = The advertising gives me a reason to go out and buy (brand)/take further action
Depth of information = The advertising gives me enough information (to decide whether (brand) is for me)
Reminds me of TV = It reminds me of the TV adverts for (brand)
Impact and Role for Advertising
%
Impact
72
Reminds me
of TV
Re-appraisal
59
Depth of
information
Category average
Test ad
64
80
68
68
Call to action
Emotional
connection
Impact and Role for Advertising
%
Impact
72
Reminds me
of TV
Re-appraisal
59
Depth of
information
All UK average
Test ad
64
80
68
68
Call to action
Emotional
connection
Involvement diagnostics
The involvement diagnostics ‘wheel’ shows how actively engaging ads are perceived to be by consumers
Respondents choose one word from sets of 4 words, to describe ad
The preferred territory is generally the top of the wheel, where descriptors are both active and positive. The worst
position for standout and involvement is the passive negative area at the bottom of the wheel
Higher ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response
Involvement diagnostics
%
Distinctive
Involving
Disturbing
Interesting
49
54
Soothing
48
22
0
3
5
16
Unpleasant
Category average (28 ads*)
31
26
25 20
Gentle
Irritating
Test ad
Weak
Boring
*Added in February 2011
Pleasant
Dull
Involvement diagnostics
%
Distinctive
Involving
Disturbing
Interesting
49
54
48
Soothing
22
0
3
5
16
Unpleasant
All UK average (330
ads*)
Test ad
31
25
26
Gentle
Irritating
Weak
Boring
*Added in February 2011
20
Dull
Pleasant
Contacts
For further information, please contact:
Judy Harman
Planning Director
Newspaper Marketing Agency
Julia Harrison
Associate Director
Kantar Media
020 7747 2136
jharman@nmauk.co.uk
020 7656 5660
julia.harrison@kantarmedia.com
This study is based on the TNS Mercury™ model of assessing advertising creative