February 12, 2015 Comments Closed

TV Ad Study

Edgy or Irritating?

How will you know if your ad crosses that line?

Challenges

checkboxes  Determine the effectiveness and impact of new TV ads in existing markets

checkboxes Decide whether or not to continue with the ads or start fresh with something new.

 

Insights

While the TV ads were motivating, a deeper dive into the diagnostics revealed that some of the ads were polarizing.  Nearly 25% of the respondents indicated that some of the ads were irritating!

In the open ended responses, respondents mentioned that an ad was annoying, which may have resulted in strong negative purchase intent.

 

Impact

Upper management had favored an ad that the survey respondents didn’t care for.  The research helped the client identify the winning ad.  Additionally, several open ended answers helped to distinguish elements that may have negatively impacted the brand’s image.

 

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