12-11-2011
Compartilho um interressante artigo escrito por Rui Oliveira Marques (30/07/2010) no site português da revista Meios & Publicidade
Testar a eficácia nos jornais
Pode parecer um anúncio banal de jornal, mas foi considerado o mais eficaz dos primeiros três meses do ano no Reino Unido. Os primeiros resultados da ferramenta Creative Benchmarking, implementada pela Newspaper Marketing Agency e pela Kantar, deram o primeiro lugar ao anúncio Ovarium Cancer Action, criado pela RKCY/Y&R, em que dois asteriscos ajudam a lembrar os sintomas que poderão estar a revelar cancro nos ovários. A mesma agência conseguiu o segundo lugar com uma peça para um projecto de prevenção criminal da responsabilidade do governo, enquanto o terceiro lugar ficou com o Kit Kat (JWT).
Os responsáveis pelo Creative Benchmarking sustentam que com este estudo, pela primeira vez, é possível integrar a avaliação do desempenho da criatividade em televisão e na imprensa. Cada anúncio é analisado pelos consumidores e é pontuado de acordo com várias categorias. Esta primeira vaga contou com 186 peças, avaliadas por 100 leitores de jornais, e pretende responder às eternas questões colocadas pelos anunciantes: O que torna um anúncio de imprensa eficaz? Quais são os bons exemplos? “Anunciar num jornal nacional significa partilhar emoções com milhões de leitores. A publicidade que se esquece da dimensão emocional falha em não aproveitar este meio para construir marcas”, refere a Newspaper Marketing Agency.
O anúncio que ficou em primeiro lugar na estreia do estudo conseguiu 70 por cento de motivação e 14 por cento de envolvimento dos participantes. Estes valores estão 75 por cento acima da média dos anúncios que são publicados na imprensa britânica. Segundo os critérios do estudo, para ser envolvente, os consumidores têm de gostar do anúncio e considerá-lo relevante. “Os consumidores têm de ser, em primeiro lugar, envolvidos e concordar que o anúncio fá-los aumentar o interesse e melhorar a opinião que têm em relação à marca.” Para se considerar um anúncio envolvente, os participantes no estudo têm de concordar com dois destes três princípios:
- “pessoas como eu gostariam de ver este anúncio”,
- “gostaria de vê-lo outra vez” ou
- “este anúncio dá-me a sensação de que o que é dito pela marca é credível”.
Para se sentirem motivados, os participantes têm de concordar com duas de três afirmações:
- “aumentou o interesse em utilizar a marca”,
- “melhorou a opinião que tinha sobre a marca” ou
- “poderia referir-me ao anúncio em conversa com amigos”.
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