Download: Six Strategic Roles - (Re)Appraisal Role
(2m, PowerPoint (.ppt) format)
Strategic Role #2
The (Re)Appraisal role encourages people to think differently about a brand, store, issue or cause.
(Re)Appraisal advertising surprises and challenges people by presenting the brand or an issue in an unexpected way. As a result, it provokes a rethink.
(Re)Appraisal advertising can be an announcement ad, brand launch or relaunch, or advertising that takes a new angle on an existing brand.
How consumers respond
(Re)Appraisal ads increase a brand's salience by challenging consumers' existing notions and forcing them to consider the brand in a new light.
For example, in Role Map below, the series of three Woolworths Home Brand ads (as per the red keyline) which appeared as consecutive right hand pages in newspapers, performs incredibly strongly in the strategic role of (Re)Appraisal, particularly compared with the average of all retail ads tested (grey footprint).
The three ads dissect the various quality and value attributes of Home Brand products, with a challenge to readers to rethink their perceptions of Home Brand as a compromise purchase.
Why put it in a newspaper?
Newspapers are the news medium, so it follows that they are the right place for news creation around your brand. (Re)Appraisal ads can sometimes generate 'talkability' and that's what newspapers do well.
And because people value their time reading, newspapers provide both the timeframe and disposition required for (Re)Appraisal.
Learn more about Role Map, one of The Newspaper Works' proprietary measures.
Download the presentation below on the strategic role of (Re)Appraisal, including Role Map measures for the three newspaper ads featured in this article.
Case Studies
Like to know how other advertisers have applied this strategic role to newspaper advertising? View the case studies below.
Ford G-Series (AU): This (Re)Appraisal campaign successfully shifted consumer perceptions of a vehicle that they previously considered irrelevant to their needs.
Capital One Banking (UK): This banking institution utilised the strategic role of (Re)Appraisal in a series of creative newspaper ads and got consumers to actively consider them above their competitors.
Bitesize Shredded Wheat (UK): Newspapers changed the perceptions of this cereal brand, encouraging women to choose Bitesize Shredded Wheat to keep an eye on their weight.
