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
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