Creative Benchmarking results

October 2009 : TAC press ads have consistently raised issue of importance to build affinity and reappraisal, and also reminds people of TV activity.

Key findings:

  • Both TAC ads raise an issue of importance to the public and generate strong interest.
  • They are both working powerfully on measures of brand equity.
  • They have similar footprints on RoleMap, creating affinity (particularly the Web ad) and reappraisal and linking well with TV.
  • Both ads look good and are eye catching, with the Web ad being one of the strongest ads tested on these measures.
  • Recognition is at or above norms.
  • The TAC ads are on a par with other Government ads tested, which have also performed strongly.

 

Download full results in the document below.

  

Visit these sections for more information  

See more Creative Benchmarking research. 

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Likewise, learn more about the Action Map, which identifies what form of action a newspaper ad is likely to generate.

Find out more about the Six Strategic Roles that can assist Advertisers in connecting powerfully with consumers in newspapers.

January 2010


October 2009 Creative Benchmarking - TAC press ads (2m, PowerPoint (.ppt) format)