Industries Served Selection
SOYJOY

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                   read more click to enlarge

A headline that sends you to a website? And a benefit headline that! YOGA-FORYOURMOUTH.COM brings you directly to the SOYJOY website. But even if you don't go there at the moment of reading, you get the strong benefit message that this is a good-for-you health bar. Ads in the "powerful" 90+ range are indeed rare. You won't forget this one.

Category

Score
% of Category Achieved
Headline
24.15
90.60%
Visual Impact
25.38
92.30
Copy
20.41
81.65
Consumer Appeal
21.11
93.80
Total
91.05
91.05

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market. A powerful and interruptive headline for a health-oriented consumer - definitely does its job. (Note: If you do go to the website, you'll find that Google says "your search- yoga-for-your-mouth - did not yield any documents." However, it does have the Soyjoy listing immediately above. Strange that Soyjoy didn't capitalize on the phrase with a direct link to their website. A bit of a let down.)

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. The red background says "stop and read." You get the product name, package and enticement quick and easy. How many ads do that? The selection of red for the ad is interesting. In addition to its association with "stop," red is also considered the power color. This product would seem to be a better fit with the green, "health/nutrition" imagery. A strong green would have been just arresting (there's so much of it - and uncluttered), and with a much more relevant psychological connection.

Copy – The ad did a little less well in this category of ten (10) points of analysis, mainly because of more average scores in permission to believe, news value, readability, and emotional connection. However, it is still in the "Effective" range.

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. Indeed a very high score, with just a touch of weakness in dissonance with any currently used product.


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

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