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Long copy ads Examples. All UK average Total Motivated/involved 58%49% UK (735 ads) Normative data (averages) motivated involved Branding clarity.

Published byColeen Burke Modified over 8 years ago

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Presentation on theme: "Long copy ads Examples. All UK average Total Motivated/involved 58%49% UK (735 ads) Normative data (averages) motivated involved Branding clarity."— Presentation transcript:

1 Long copy ads Examples

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4 All UK average Total Motivated/involved 58%49% UK (735 ads) Normative data (averages) motivated involved Branding clarity Long copy ads Average scores Long Copy average Long Copy (16 ads)

5 Category: Gov, Social, Political Organisations Date: March 16 2010 Tested: April, 2010 Sample: 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 ads Top scorer 89 84 83

6 Category: Food & Drink Date: January 28 2010 Tested: March, 2010 Sample: 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 ads High scorer

7 Galaxy (short copy) Total Motivated/Involved 6364 Long CopyShort Copy motivated involved Branding clarity Galaxy (long copy) Short Copy Long Copy Long copy + short copy

8 Category average (26 ads*) Test ad Involvement diagnostics % *Added in February 2011 Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving Long copy Can be funny

9 I Can’t Believe It’s Not Butter - launched with long copy ads 20 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

10 Category: Business & Industrial Date: January 2011 Tested: February 2011 Sample: 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

11 Category: Finance Date: March 25 2010 Tested: April, 2010 Sample: 102 Quality or mid-market readers Category average Total Motivated/involved 41% 4349 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

12 New creative diagnostics Added 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

13 Long copy can be more motivating 47% Motivated/Involved 44%

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