If the client needs to find out how the advertisement shifts the perception of the brand, the biometric part is supported by reaction times. It is still called neuro, because the
respondent "only reads and clicks" before and after viewing the ad, which detects the shift in the monitored attributes in terms of subconscious relevance for the tested brand or a
competitive brand. The reaction times can be, however, conducted under the condition there is only one advertisement of the same brand in the given advertisement pool - otherwise it would
not be possible to determine which of the spots caused the shift in the brand perception. Depending on the objectives of the research one should also carefully consider whether to include
competitive ads in the block, and which ones.
Most of the neuro-tests are completed by a recall questionnaire aimed to remembrance of the advertisement. Conscious and unconscious reactions can be then compared in the
CASTING WORKED WELL, THE INTRODUCTION NOT SO MUCH
Of all the tested ads, the Amundsen one is among the best in terms of purchase intention. “Amundsen shows 26% sales increase per year on significantly recessive market. This
corresponds to the main finding of the research, claiming that the ad positively influences the purchase intention and has a power to sell if aired. Confess pointed on weaknesses of the
spot too – especially too slow introduction and thus the risk of being lost in the clutter,” claims Tomas Parcala, marketing director of Stock Plzen-Bozkov.
Connecting the neuro part with the Eye-tracker, the client confirmed his well-chosen casting. On the other hand, a room for improvement was seen in branding – although the respondents
connect the ad to the brand, logo should be emphasized more.
Because the aim of the ad was also to entertain the viewer, the fun potential was tested as well. Electromyography - that is used for testing - can differ between conventional and
genuine smile. In case of Amundsen, the outcome of the test was positive too. This method was able to identify the moment in the ad, in which the viewer comprehends the humor and then is
fairly entertained till the end of the spot.
The reaction times test brought another finding. “We were positively surprised how we succeeded to shift Amundsen towards the category of quality vodkas. The important attributes are
already connected to the brand, including the six-time distillation. On the subconscious level, Amundsen is well-established as a northern, crystal clear and high quality vodka.” says
On the other hand, a soft hallo-effect was monitored at the competition. Luckily, it was not very significant, which was confirmed by a strong increase of subconscious preference of
Amundsen brand at the expense of the key competitors. Also the recall questionnaire, that completed the test, confirmed above-the-average remembrance of the ad and its key message
Petra Víšková, Research director