ABOUT RESEARCH

HLN.be & Het Laatste Nieuws

HLN.be16/09/2013

Barometer + BVC

Het Laatste Nieuws20/09/2013Barometer

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”

Havendag Avg. OVH

ABOUT AD EVALUATION vs. Average Government

C O G N I T I VE

CREATIVE

A F F E C T I VE

CONATIVE

Action!102

103

105

102

ABOUT AD EVALUATION vs. Average Government (Online)

C O G N I T I VE

CREATIVE

A F F E C T I VE

CONATIVE

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

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

ABOUT AD EFFECT

Introvert

Extravert

GroupEgo

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%)

AttractiveCharmingCredible

31%(avg. HPTO 26%)(avg. OVH 13%)

Strongest on the creative values

Like to take new challengesEnthousiastic

Social

HLH.be16/09/2013

HPTO

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

20/09/2013Encart