1. ABOUT RESEARCH HLN.be & Het Laatste Nieuws HLN.be 16/09/2013 Barometer + BVC Het Laatste Nieuws 20/09/2013 Barometer

2. Dull Attractive Irresponsible Authentic Incredible Value for money Functional Arrogant Humble Dynamic Cool Unattractive Responsible Imitated Credible Expensive for what it is Makes me dream Charming Leading Stable ABOUT BRAND IMPRESSION “Vlaamse Havendag is an … initiative”

3. ABOUT AD EVALUATION vs. Average Government C O G N I T I VE A F F E C T I VE Action! 102 103 105 102

4. ABOUT AD EVALUATION vs. Average Government (Online) C O G N I T I VE A F F E C T I VE Action! = clear + fits the brand + a lot of info ++ tells something new + nice layout ++eye catching ++ original = credible = appealing message + inspires me + makes me dream = reason to buy + boosts my interest + find out more + talk about

5. Introvert Extravert GroupEgo … like to play it safe … looking for security and warmth …like to take new challenges … spirited …people who are always well-prepared and have everything well planned …strive for perfection … impulsive … enthousiastic …looking for cosines and friendship … social …looking for recognition and status …want to stand out … dominant … quirky … care about others and about their environment … engaged ABOUT AD EFFECT

6. Introvert Extravert GroupEgo

7. IMPACT STUDY BRAND VALUE CHECK Recognition ATTRIBUTION EFFECTIVE SCORE BRAND IMPRESSION AD EVALUATION COMMENTS 47% (avg. HPTO 41%) (avg. OVH 27%) 65% (avg. HPTO 60%) (avg. OVH 45%) Attractive Charming Credible 31% (avg. HPTO 26%) (avg. OVH 13%) Strongest on the creative values Like to take new challenges Enthousiastic Social HLH.be 16/09/2013 HPTO

8. ABOUT RESEARCH IMPACT STUDY RECOGNITION ATTRIBUTION EFFECTIVE SCORE 80% (avg. Encart 52%) (avg. OVH 42%) 84% (avg. Encart 66%) (avg. OVH 43%) 67% (avg. Encart 37%) (avg. OVH 20%) Het Laatste Nieuws 20/09/2013 Encart