Industries Served Selection
SOFT SCRUB (Dial)

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This is a "what-are-they-thinking?" ad. Do they believe that the time-pressed woman, who doesn't like the house cleaning job she is doing anyway, wants to play games to find out why she should use the product being advertised? Give her a break! Yes, the positioning of this product is that it cleans deep. Find another execution. In addition to cutting out circles, the ad is not clear about the benefit, see headline discussion.

Category
Score
% of Category Achieved
Headline
14.14
56.55%
Visual Impact
20.28
73.75
Copy
14.19
56.75
Consumer Appeal
13.59
60.40
Total
62.20
62.20

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market The trouble with this headline is that it conveys that you'll get a superficial clean with the product. This is confirmed with the visual which shows grayish-white circles with white sparkling centers. What are they talking about? It's not until you get to the sub-head do you discover that you have been set up. All points of analysis were average to negative for the headline.

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. While the score for this segment was considerably better, it still is quite average. The good points, which compensated for the average/below average ones, were the product visual and product name memory factors. And, while the stopping power was above average, its negative aspects downgraded the score.

Copy – As there is no copy other than the headline and subhead, all the good and the bad rest with those words. This category has ten (10) points of analysis, concerning itself with such things as news value, target market, significant benefit, permission to believe (saying it does not make it so), and emotional connection, among others. As a result, virtually all of the score points were average or below average.

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. Here, too the scores were very average, with the only positive one being the brand halo of trust. So how could it have been approved? Surely, someone must have said, "This puts a little sense of humor into housework drudgery." Not!


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

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