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ABOUT RESEARCH
HLN.be & Het Laatste Nieuws
HLN.be16/09/2013
Barometer + BVC
Het Laatste Nieuws20/09/2013Barometer
Dull
Attractive
Irresponsible
Authentic
Incredible
Value for money
Functional
Arrogant
Humble
Dynamic
Cool
Unattractive
Responsible
Imitated
Credible
Expensive for what it is
Makes me dream
Charming
Leading
Stable
ABOUT BRAND IMPRESSION
“Vlaamse Havendag is an … initiative”
Havendag Avg. OVH
ABOUT AD EVALUATION vs. Average Government
C O G N I T I VE
CREATIVE
A F F E C T I VE
CONATIVE
Action!102
103
105
102
ABOUT AD EVALUATION vs. Average Government (Online)
C O G N I T I VE
CREATIVE
A F F E C T I VE
CONATIVE
Action!
= clear+ fits the brand+ a lot of info++ tells something new
+ nice layout++eye catching++ original
= credible= appealing message+ inspires me+ makes me dream
= reason to buy+ boosts my interest+ find out more+ talk about
Introvert
Extravert
GroupEgo
… like to play it safe… looking for security and warmth
…like to take new challenges…spirited
…people who are always well-prepared and have everything well planned
…strive for perfection
…impulsive…enthousiastic
…looking for cosines and friendship…social
…looking for recognition and status…want to stand out
…dominant…quirky
…care about others and about their environment
…engaged
ABOUT AD EFFECT
ABOUT AD EFFECT
Introvert
Extravert
GroupEgo
IMPACT STUDY
BRAND VALUE CHECK
Recognition
ATTRIBUTION
EFFECTIVE SCORE
BRAND IMPRESSION
AD EVALUATION
COMMENTS
47%(avg. HPTO 41%)(avg. OVH 27%)
65%(avg. HPTO 60%)(avg. OVH 45%)
AttractiveCharmingCredible
31%(avg. HPTO 26%)(avg. OVH 13%)
Strongest on the creative values
Like to take new challengesEnthousiastic
Social
HLH.be16/09/2013
HPTO
ABOUT RESEARCH
IMPACT STUDY
RECOGNITION
ATTRIBUTION
EFFECTIVE SCORE
80%(avg. Encart 52%)(avg. OVH 42%)
84%(avg. Encart 66%)(avg. OVH 43%)
67%(avg. Encart 37%)(avg. OVH 20%)
Het Laatste Nieuws
20/09/2013Encart