Analysis Models in

Advertising

November 2001

Greet Sterenberg

Introduction

This document is a synthesis of different training materials,

case studies and examples of how qualitative researchers

report advertising research to clients.

It also includes some academic, competitive models.

It is not meant to be exhaustive. The idea is to give you

some insightful and challenging ways to present results to

your client

Introduction

Brand Identity & Communication - Qualitative Research Model

Identity

Insufficiency

No Yes

Appeal:

Do they like this?

Yes No

Relevance:

Do they need/

want this?

Yes No

Credibility

Do they

believe this?

Identity

Intended

Identity

Accretion

Comprehensibility:

What does the

brand say?

Why? Why?

Why?

Why?

Why?

Is this enough?

5 Key questions in advertising

research

In assessing the success of (brand) communication we

need to ask 5, sequential questions:

Is it comprehensible?

Is it credible?

Is it relevant?

Is it appealing?

Is it persuasive?

Action standards

Comprehensible: does the story get across consumers. Do they

understand the story line, are they able to pick up the message

Credible: is the story is credible, “do people buy in to the story”

Relevant: well communicated and credible stories create trust,

however does it also address consumer needs

Appealing: the most ‘subjective’ parameter is liking. Some

criteria can be distinguished:

Admiration & aspiration

Aesthetic appealing

Involving / bonding

Unique: is TVC / proposition unique / distinctive

Persuasive :Is it able to change behavior. Brand preference /

brand shift

What does advertising do in relation to

desired positioning

Key is to understands whether the communication is

capable of establishing the desired positioning

With the help of a set of predefined brand values it is

possible to see what different concepts do with regard to

desired positioning.

Current positioning versus TVC Correspondence Mapping -

DesertIT

Totti

BadedasIT

TinaNL

DesertNL

Dennis

BadedasNL

TinaUK

DesertUK

David

Radox

TinaG

DesertG

RUDI

Duschdas

traditional

powerful

feminine

precise/accurate

independent

childlike/light-hearted

solid/decent

sociable/convivial

conservative

severe/hard

animated/lively

businesslike/actual

cautious/serious

efficient/effective decent/respectable

reliable/dependable

masculine

trendy/fashionable

plain/simple

spiritual

caring/helpful

creative/original

impulsive

organized

ambitious/managerial

secure/safe

enjoy/delightful

exciting

confident

joyous/sunny

bold/daring sensitive/gentle

cheerful/joyous

TVC A

TVC B

TVC C

Current Brand positioning

Desired positioning

Key take outs Value Map

Current brand

positioning

TVC C

TVC B

In an overall analysis the brands end up in the same

quadrant representing similar values: tradition, reliable,

precise, severe, safe, efficient, organized, effective

TVC C adds masculinity, plain, simple, cautious, child

hearted, cheerful

TVC B takes a slightly different positioning across

markets, but in general this TVC adds delightful, joyous,

sunny, cheerful

TVC A TVC A stresses values such as independent, powerful,

exiting, confident, trendy / fashionable, bold daring,

feminine

BrandSight Symbolic Values

identification

rejection

dynamic static

TVC A

dynamic

Research International

Validated Picture Set

BrandSight Symbolic Values

identification

rejection

dynamic

TVC C

Research International

Validated Picture Set

BrandSight Symbolic Values

identification

rejection

dynamic static

TVC B

Research International

Validated Picture Set

Key take outs BrandSight Symbolic Values

TVC C

TVC A

TVC B

TVC C reflect basically 2 types of associations. It is

capable of triggering attention (positive dynamism),

however in general it mainly evokes more static values:

harmony, long lasting values, reassuring, strength and

stability

Overall less associations with TVC B . It triggers

attention and addresses ‘unfulfilled needs’, however its

also very extrovert, short term oriented, status and

appearance focused

Evokes associations on both a metaphorical (waterfall,

stream, jump) and direct analogy level (sand & rocks and

rising sun).

It expresses strong positive associations: strength,

vitality, innovation, freshness, change, rejuvenation,

desire, energy and life, but also some potential

negatives: ‘emptiness’ , aggression and destruction

Word Association: the task

Pleasant

Distinctive

Boring

Irritating

Group 1

Quiet

Involved

Weak

Disrupting

Group 3

Reassuring

Special

Average

Unpleasant

Group 2

Select one word of each group that applies most to commercial

Key take outs Word Association

TVC A

TVC B

TVC C

Distinctive

Pleasant

Special

Average

Involving

Disrupting

Pleasant

Average

Reassuring

Involving

Weak

Pleasant Average Involving

Group 1 Group 2 Group 3

Overall very positive responses to all 3 TVC

Similar responses across markets

Strongest profile

Viewer Response Profile: Desert

Communication

Impact

Rational responses

Emotional responses

Persuasion

Branding

average - good

good

good

very weak

Top scores 4/5

> 15 = very good

11 - 15 = good

9- 11= average

5- 9 = weak

< 5 = very weak

N=18

average

average

Viewer Response Profile Top Scores Desert

Desert Top scores (4/5)

Germany Italy NL UK

Communication Is easy to understand 11 10 12 12

is really different 9 12 10 5

has an interesting story 11 8 9 9

Impact stays in my mind/is memorable 14 12 8 13

stands out 8 10 13 12

holds my attention 11 12 13 15

Rational response is believable/credible 6 2 4 3

is in line with my own needs 5 5 6 5

really has something new to tell me 5 2 4 3

Emtional response is lively 14 12 13 14

is entertaining 15 11 9 12

Is dull /boring (disagree) 15 13 13 13

is amusing 7 7 11 10

appeals to me 9 9 8 9

affects me emotionally 5 9 1 4

I really liked the people in this commercial 8 7 5 10

is irriating (disagree) 15 14 11 10

Persuasion is convincing 6 5 11 8

gives me a positive impression of ... 12 7 8 11

Brand x is definitely the product for / I 'd buy it 8 9 6 8

Branding The product has a clear role in the story 8 12 8 11

I have often seen this type of advertising before 4 2 4 7

is really suitable for ... 8 9 4 4

leaves no doubt about which brand it is for 7 12 5 13

Viewer Response Profile: Sports

Communication

Impact

Rational responses

Emotional responses

Persuasion

Branding

average - weak

weak

average

very weak

Top scores 4/5

> 15 = very good

11 - 15 = good

9- 11= average

5- 9 = weak

< 5 = very weak

N= 18

weak

weak

Germany

Italy

UK

NL Me Desert

Sports

Desert

Sports

Tina

Sports

Desert

Tina Tina

Desert

Sports

Overall Identification with TVC Male /Female

Tina

Across markets & targets desert highest level of identification

Key take outs: identification

In Italy, Germany and NL male users feel closest to Badedas /

Duschdas whereas in the UK the Radox territory is closer to

women

Both men and women identify more with „Desert“ than with

„Sport“ and „Tina“. Male users have slight preference for sport

Women feel an even closer affinity to „Desert“ than men.

Potential reasons for Deserts appeal for women

A young, attractive, modern, strong female protagonist

Identification with the sensual showering experience

Attractive benefits (strength, energy, power)

Identification per target with TVC

Male

Users Non users

Female

Desert

Desert

Sports (NL, Italy)

Desert

Desert

Tina

Sports

Communication

ADVERTISING EVALUATION

SE PUEDE CONSUMIR EN CUALQUIER LUGAR / OCASIÓN /

HORA

DIVERSIÓN Y CONVIVENCIA CON AMIGOS TOMANDO CARIBE

COOLER

“VIVE TU VIDA AL RITMO QUE QUIERAS” / “AL MÁXIMO” /

“TU AMBIENTE VA SER COOL”

MENSAJES

APELA A DOS ELEMENTOS PREPONDERANTES DE LA ETAPA DE VIDA LA EXPERIENCIA O

EL DESEO DE TENER LIBERTAD DE DECISIÓN QUE IMPLICA ESCOGER QUE HACER / QUE

CONSUMIR / EL MOMENTO / LA COMPAÑÍA / DONDE IR Y ESTAR CON AMIGOS, QUIENES

SON LAS PERSONAS MÁS IMPORTANTES PARA LOS JÓVENES / SENTIDO GREGARIO CON

PARES

LA DIVERSIÓN Y CONVIVENCIA PUEDEN SER LA VIA DE ENTRADA AL SEXO Y A LA

DEGENERACIÓN PREOCUPACIÓN (MUJERES 30 - 35)

SIGNIFICACIÓN

DESCRIPCIÓN DE LAS IMÁGENES Y DEL

MENSAJE PERCIBIDO

AGRADO GENERAL SIN EMOCIÓN EXCEPTO

POR LA MÚSICA (RECHAZO)

PREVALECEN ESCENAS DE LA PLAYA

(HOMBRES) SOBRE EL RESTO DEL

COMERCIAL

REACCIONES ESPONTÁNEAS

EL AGRADO ESPONTÁNEO SE DETERIORA CON RAPIDEZ

(MAYOR ENTRE HOMBRES) NO SE ENCUENTRAN

ELEMENTOS QUE SOSTENGAN UNA CONECCIÓN

EMOCIONAL CON EL COMERCIAL QUE SE QUEDA EN UN

NIVEL DESCRIPTIVO / AUSENCIA DE ORIGINALIDAD /

INGENIO / ACCIÓN / COMICIDAD / AVENTURA / NO QUIEREN

VER A ALGUIEN DIVIRTIÉNDOSE SINO DIVERTIRSE ELLOS

POLARIZACIÓN DE OPINIONES CON RESPECTO A LA

INTEGRACIÓN DE AMBIENTES URBANOS CON LA PLAYA / LA

RESISTENCIA PRINCIPAL CONSISTE EN QUE LAS ESCENAS

DE LA CIUDAD SON DE CONSTRUCCIONES RELACIONADAS

CON EL TRABAJO / FORMALIDAD Y NO CON DIVERSIÓN VS.

CONSUMO EN SU OFICINA (MUJ 30 - 35)

IMPACTO

Brand A

TV

Commercial C

TV

Commercial A

TV

Commercial B

BRAND FIT

TV Commercial C

Positive childhood memories

Reliable and high quality

Safety

‘Rough but gentle’

Mother and daughter

Brand A Mother and child, nice childhood memories,

Swedish, high quality, reliable, mild, caring,

genuine, tradition, green fields and flowers,

--> a safe/secure choice

TV Commercial A

Very young and trendy, nice looking people,

focus on perfect female body, individualism,

energy, active life style

TV Commercial B

Glitter, glamorous and heroic

Festive atmosphere

‘American’

Barbie and Ken

Childhood memories - meeting

old friends

BRAND FIT

Warmth, caring,

human relations

sharing, sympathy, joy,

some excitement

Warmth, romantic

mood, friendliness,

stability

Party, cherry atmosphere,

pleasant, joy, happiness

festive connotation,

status oriented

appearance and ‘show’

artificial

Brand Sight Gallery Exercise

rejection

dynamic static

identification

Brand A Commercial B

Commercial A

Commercial B

Commercial C

Energy, active, daring,

power, some aggression,

Trigger envy

Childhood memories,

reassuring, caring, down-to-earth

‘nothing could go wrong’

nature, safety, protection, trust

Mapping

Commercial C

For young

Poor ability to

create interest in

story line

Creates interest

in story line

For old

Commercial B

Commercial A

Commercial A

Arguments for non-recommendation The recommendation is not to use ‘TV Commercial A’. It does not meet the objectives:

- story line is not liked/appealing or creating interest

- too similar to other shampoo ads, too much focus on female body

- very poor fit to Brand A - poor communication of ‘for all generations’

- product benefits are not clear

Weaknesses • Too much focus on female body

• Too similar to other ads for shampoo

• Narrow target

Amendments • Something (such as a flashback) is needed in

order to create coherence to Brand A core values

• Diminish the focus on female body and male attention

• Show both men and women at the gym • The woman character is important --> her charisma really has to fit a

strong personality, intelligent and self confident person, she should not be too beautiful

and not too nice and fair • The ‘same movements’ has to be clearly communicated

Strengths • In pace with time --> ‘trendy’ to

go to gym

• Young and energetic

Umiddelbare reaksjoner - Ved visning av rødt og lilla design

Varmmat

Passer til is

New Energy

Savner crisp

Original

Situasjoner

Produkter

Aktivitet

Mellom eller når man

ser på fotballkamp

Etter trening

Målgruppe

Innhold

Skikkelig grell

Forbinder striper med aktivitet

Lillehammer OL

Image

Klart for ungdom

Når du er småsulten

Sporty Kjeks

Den så god ut

Kulere skrift

Sunn

Kjeksen ser bedre ut

Ser mer ut som is enn gult design

Ikke så kjedelig som gult design

Kulere farger

Fristende

Noe du kjapt hiver i deg

Sports-is

Atlanta OL

Design A

TCN:

A way to present open

associations to a brand /

product etc.

DOBBELSTENEN

Gokken = Risico

Weinig securiserend, weinig serieus

DOBBELSTENEN

Positief : niet opdringerig, openheid

DOBBELSTENEN

Positief : toegankelijk

ADJECTIVES - Concept A, Wedding

THE AD IDEA IS:

•Funny 16 (8/8)*

•Different 10 (5/5)

•Modern 9 (4/5)

•Memorable 8 (5/3)

•Artificial 6 (3/3)

ON THE BASIS OF THE AD

THE DETERGENT IS:

•Caretaking 9 (4/5)

•Gentle 9 (2/7)

Points (scale 4-10): 6,8

Concept A is considered a very humorous, different and modern, yet somewhat artificial alternative.

The detergent´s ability to take care of clothes and gentleness stand out in this ad.

*Total estimate (25-35 -years of age female / 36-45 -years of age female)

Concept A, Wedding - a summary

Concept A is fun and humorous. As an ad it is very distinctive, but it does not communicate much

on the product or the brand itself, and thus is not perceived very convincing. The message is clear

but rather separated from the product.

Positive Negative Divided opinions

PLOT

Surprising

Narrative, a fairytale

Clever

Strong, self-confident woman

MESSAGE

Preserve materials well and long

Gentle

Does not preach

Not for the regular

laundry: for whites/

for fine materials

Vague product

message

Too radical -

light/frivolous attitude

towards relationships

Wedding is a

commonplace theme

Distant from reality

DISTICTIVENESS

Humorous

Fresh and new

Narrative Modern

New setting: outdoors, a ceremony/

uniqueness of the moment

Not a washing

machine presented

MEGAPERLS

as a benefit

The pearl of ring arouses attention

and is well recalled

Lacks the

connection to the

product

Does not clearly

communicate benefit