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National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011.

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Presentation on theme: "National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011."— Presentation transcript:

1 National Newspapers Creative Benchmarking 6 mortgage ads and campaigns May 2011

2 Category: Finance Date: May 9, 2011 Tested: June, 2011 Sample: 102 Women and men Category average Total Motivated/involved 53% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity Nationwide Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average 3 executions tested

3 Category: Finance Date: May 18, 2011 Tested: June, 2011 Sample: 104 Women and men Category average Total Motivated/involved 47% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity Lloyds TSB Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average

4 Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 104 Women and men Category average Total Motivated/involved 45% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity ING Direct Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average

5 Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 107 Women and men Category average Total Motivated/involved 38% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity Santander Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average

6 Category: Finance Date: May 23, 2011 Tested: June, 2011 Sample: 104 Women and men Category average Total Motivated/involved 36% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity C&G Cheltenham & Gloucester Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average

7 Category: Finance Date: May, 2011 Tested: June, 2011 Sample: 107 Women and men Category average Total Motivated/involved 35% 43 49 Category (93 ads) UK (703 ads) Normative data (averages) motivated involved Branding clarity HSBC Involvement diagnostics* * Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads Distinctive Soothing Gentle Dull Irritating Disturbing Interesting Pleasant Weak Boring Unpleasant Involving All UK average 3 ads tested

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