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National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011

National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011. Involvement diagnostics*. Total Motivated/involved. Nationwide. Normative data (averages). Distinctive. 43. 53%. 49. Involving. motivated. Interesting. Disturbing. Soothing. involved. Category

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National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011

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  1. National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011

  2. Involvement diagnostics* Total Motivated/involved Nationwide Normative data (averages) Distinctive 43 53% 49 Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant 3 executions tested Category: Finance Date: May 9, 2011 Tested: June, 2011 Sample: 102 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

  3. Involvement diagnostics* Total Motivated/involved Lloyds TSB Normative data (averages) Distinctive 43 49 47% Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant Category: Finance Date: May 18, 2011 Tested: June, 2011 Sample: 104 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

  4. Involvement diagnostics* Total Motivated/involved ING Direct Normative data (averages) Distinctive 43 49 45% Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 104 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

  5. Involvement diagnostics* Total Motivated/involved Santander Normative data (averages) Distinctive 43 49 38% Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 107 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

  6. Involvement diagnostics* Total Motivated/involved C&G Cheltenham & Gloucester Normative data (averages) Distinctive 43 49 36% Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 104 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

  7. Involvement diagnostics* Total Motivated/involved HSBC Normative data (averages) Distinctive 43 49 35% Involving motivated Interesting Disturbing Soothing involved Category (93 ads) UK (703 ads) Branding clarity Unpleasant Pleasant 3 ads tested Category: Finance Date: May, 2011 Tested: June, 2011 Sample: 107 Women and men Gentle Irritating Category average All UK average Weak Boring Dull * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads

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