Industries Served Selection
RESIDENCE INN (Marriott)

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This ad is part of a campaign targeted to the business traveler, primarily. Other ads in the series, some better than others, really stretch to demonstrate to the potential "booker" that Residence will take care of all his/her needs on the road. This one stretched too far - it simply is not understandable or relevant to the reader. Selected here, to demonstrate how an unnatural fit to a campaign is a waste of time (for everyone) and money. And it may even be responsible for negative thoughts as the reader shakes his/her head in dismay. (Note: To see how to fit other products into a campaign theme, please visit the HBA category Secret ads, click here.)

Category

Score
% of Category Achieved
Headline
14.90
59.60
Visual Impact
16.76
60.95
Copy
14.31
57.25
Consumer Appeal
9.23
41.00
Total
55.20
55.20

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market. The headline of this ad is "Full Kitchen" even though it is at the very bottom of the page. So, the business traveler wants to cook his/her meals at the end of a stressful trip or day? Not.

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. Here, the visual does have some stopping ability, but it is a confusing one, with no legitimate relevance to the traveler's needs. The reader will either "flyover" or be convinced that - if it is trying so hard, there must be a reason - and not a positive one at that.

Copy – There are ten (10) points of analysis in this category which is supposed to be the rational and decision-making part of an ad. The campaign strategy is outlined in the sub-head, (the only copy), "One of the many features designed to keep you in full control." That's the strategy. However, the execution of the strategy is not to just state the strategy - it should creatively translate that strategy in each segment of an ad. In addition, the copy should establish one or more of these attributes: the significant benefit; set up a competitive advantage; be easy to perceive; and clearly state the positioning strategy - again creatively, with some emotional component. In this case, since headline and sub-head are the only copy, they did double duty for this section, and did it badly. It's obvious that the campaign look does not allow for copy. The problem with this type of ad, without rational or emotional persuasion, is that it may fit a campaign look - but that doesn't tell the reader, "what's in it for me?"

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 his/her existing product. This section "achieved" one of the lowest scores ever recorded, as one might expect.


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