Industries Served Selection
TAB Energy

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This is an ad which is so bad, that it may be good. The low score of 72.65 is out of the 80+ effectiveness range, but because it is so puzzling, and un-beverage-like, it may in fact work for its audience. It is included as an example in order to demonstrate the internals of the audit, and to make some specific points.

Category
Score % of Category Achieved
Headline
14.33
57.30%
Visual Impact
24.93
90.65
Copy
18.40
73.60
Consumer Appeal
14.99
66.60
Total
72.65
72.65

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market. This headline does stop and involve the target (young women) consumers - but not with a clear message, ("what does it mean?"), and totally irrelevant to the energy positioning of the product. The point for marketers is that being controversial is fine, if it's on target. The purpose of the headline is to stop and then bring the target market into the ad. When it is fuzzy, you lose the vital opportunity to connect with the visual for re-enforcement. If it is so off target or unclear, the reader may never go further. Why take the chance?

Visual Impact – With eight (8) points of analysis, this category is critical to an ad's stopping power, product name registration, and emotionality, among others. It did outstandingly well in this segment, with the only lower point being lack of a demonstration of product benefit - (although you could say that the ultimate end benefit is the "guy.") The visual taps into the "sex sells" idiom, (may be good), but this reference has negative connotations (bad). It seems that the objective of this headline and visual is the "buzz factor." Two possible reader reactions, "ugh, they must be kidding," or "cool" - and Tab hopes, lots of water cooler conversation. And, although the visual has "attitude" and appeal, it has little to do with the product's energy for women positioning.

Copy – The ad did poorly in this category of ten (10) points of analysis - there simply isn't enough of it to rank the areas of news value, benefits, permission to believe or buy, among others. A little "tell me why" would help the persuasion factor

Consumer Appeal – This summary category of six (6) points of analysis deals with how it all hangs together - how well it shows an understanding of the consumer's need, and how/if it sets up the dissonance factor with her existing product. When you have a polarizing ad, ("when she was good, she was very, very good, when she was bad, she was horrid"), you tend to average in the middle - as in this case. In all, a contrived-to-be-controversial ad which focuses on its puzzlement, and not on the immediate product benefit.


Grayson Associates’ proprietary system to analyze the effectiveness
of print advertising.

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