See What Print Ads Worked Best This Summer

This a reproduction from www.Adage.com... but since the news expires for poor people like me, I am saving it for us all here...

MRI Starch Rates the Most Engaging Magazine Ads

By Michal Galin

Published: September 16, 2008

Starch Communications, a specialist in print-advertising research, has developed an "engagement score" to help identify the best-performing print ads out there. The score combines the percentage of readers who noticed a given ad and the percentage that read at least half of it.

For this look at the Best Ads of Summer 2008, MRI Starch considered 694 one-page and two-page ads with a minimum of 50 words. It then selected the top ads in each of 12 major categories. All selected ads were thoroughly read by over half of those who initially noticed the ad.

See what marketers like Avon, HP, Bayer and Honda did this summer to get people to pay attention to their ads.

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Michal Galin is senior VP at MRI Starch, part of the GfK Group, which specializes in measuring print-ad effectiveness.

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Agency: t:m, Dallas
Publication: Wired, 5-08
Category: Computers, Software and Internet
Engagement Score: 96
Category Average: 71

The ubiquitous "Got Milk" print ad campaign scores another winner with this two-page spread execution, featuring an array of Olympic athletes gathered in a relaxed stance, all dressed in white attire and juxtaposed against the backdrop of a large American flag. With the unquestionable media buzz created by the Summer Olympics, the timeliness and relevance of the ad's subject matter and slant are virtually a given. From a creative standpoint, several effective creative elements are at work: a collection of attractive human models, all of whom seem to beckon the reader forth -- thanks to the power generated by direct eye contact (MRI Starch studies indicate that, generally, print ads containing subjects who appear to be looking straight into the camera tend to gain attention more successfully than those that depict their models as distracted and gazing off into the distance), and the bright and contrasting colors of the flag, which lend a unifying, eye-catching background.

Agency: Soho Square, New York
Publication: Marie Claire, 5-08
Category: Cosmetics and Beauty Aids
Engagement Score: 119
Category Average: 82

MRI Starch Readership data repeatedly suggest that print advertisements featuring celebrities and well-known public figures seem to possess an inherent ability to attract reader attention at higher-than-average levels. Popular actress Reese Witherspoon lends her likeness and star appeal to this Avon lipstick ad. Besides the interest generated by Witherspoon's endorsement, this execution manages to find a winning solution to the common advertiser quandary of whether to simply show the product or to show the product in use. It does both by providing a clear, close-up look at the product itself, as well as a striking display of the product in use, vividly enhancing the beguiling smile of our celebrity model.

Agency: Energy BBDO-BBDO New York
Publication: U.S. News & World Report, 7-21-08
Category: Medicines and Proprietary Remedies
Engagement Score: 106
Category Average: 65

Of all the creative tools at the disposal of creators of print advertisements, color is undoubtedly one of the most effective. With sunny canary yellow as its predominant shade, along with the presence of the bright red packaging which contains the product, the Bayer creative has little chance of escaping readers' notice, as its high engagement score goes to show. MRI Starch results indicate that ads that make good use of palette of strong primary colors frequently perform well in securing initial reader attention. Even more importantly, the ad also manages to impart valuable benefits-related product information in its text -- thus enticing the reader and increasing overall interest. In the case of the Bayer ad, a riveting color scheme, along with copy that clearly communicates product benefits, joined forces to fully engage a large segment of readers.

Agency: SBC Advertising, Columbus, Ohio
Publication: Cottage Living, 5-08
Category: Retail
Engagement Score: 132
Category Average: 71

Some magazine readers bemoan the fact that "I had to hunt in order to find out who the advertiser was!" Not so in the case of this high-performing ad for the retail chain of Bed Bath & Beyond stores -- its name is emblazoned boldly across the top of the ad space, so there is most assuredly no sleuth work necessary on the part of the reader here. The creative adheres closely to more than one of MRI Starch's "Ten Principles for Successful Print Advertising." The power of simplicity is seen here at the height of its powers, with the image of a fork as the sole illustrative focal point. MRI Starch findings suggest that ads with one focal point generally are more effective than ads using multiple, disparate images, which can cause readers to tune out and leave the page. A small dose of wry wit is present in the ad as well, in the form of something of a visual pun: close observation reveals that one of the fork's tines is missing. A brief text explanation does double-duty as a punchline ("It's not 20% less. It's 20% off"). Some things are predictable -- one such thing is that most people love a bargain. MRI Starch measures actions taken on exposure to ads and found that almost half of those who saw the Bed Bath & Beyond ad clipped the coupon or saved the ad. The promise of saving money, as well as visual simplicity and a touch of wit, were sufficient to attract and engage numerous readers with the ad.


Agency: In house
Publication: Forbes, 6-16-08
Category: Financial
Engagement Score: 114
Category Average: 78

With its rather stark appearance, the Fidelity Investments ad employs a direct, no-nonsense approach. Visual material is kept to a minimum -- instead, a sharp headline message and accompanying block of informative copy do the bulk of the work. When it comes to finances, it seems that, most often, ads that rely on brief, explanatory copy and emphasize the benefits of the particular product or service being offered tend to out-perform ads with creative content that pulls out all the bells and whistles (and often runs the risk of baffling and ultimately, turning off the reader in the process). The Fidelity ad asserts its message clearly and without excessive fluff or window dressing. Its high reader engagement level shows that most readers were just fine with that; apparently even preferring such an approach.

Hewlett-Packard Computers

Agency: t:m, Dallas
Publication: Wired, 5-08
Category: Computers, Software and Internet
Engagement Score: 96
Category Average: 71

The Hewlett-Packard ad serves as a fine example of the power of good ad flow. MRI Starch data suggest that the best-performing ads often manage to guide the reader's eye along, leading them through most of the most important elements of the ad in a natural, sweeping motion. The manner in which the HP ad's headline is presented (i.e., tilted toward the product, as if emanating forth from within it) almost can't help but draw attention from the headline, to the product image, and finally, downward to the copy. The yellow lightning bolt effectively functions as an arrow, pointing the reader directly below to the text, and therefore bolstering the likelihood that the text will be read at high levels.

Honda Pilot

Agency: Rubin Postaer and Associates, Santa Monica, Calif.
Publication: Forbes, 6-16-08
Category: Automotive, Automotive Accessories and Equipment
Engagement Score: 124
Category Average: 82

Consisting of one word only, the headline message of the Honda Pilot ad could hardly be more brief (which is, arguably, a good thing, as MRI Starch data indicate that the most successful headlines usually consist of nine words or less). Implicit in its "Youtility" headline is, of course, the melding of an SUV with the idea of a vehicle that places its full orientation around the convenience and needs of the consumer. The ad's copy elucidates this concept further, offering detailed information on what the Pilot has to offer. Time and again, readers seem to become most readily involved with ads that offer them solutions and benefits. The ad's vivid red background likely played a key role in bringing readers to the page, and the sharp, clear image of the Pilot, strategically positioned with its headlights aimed precisely in the direction of the all-important copy, did its utmost to summon their interest.

Minwax Helmsman Spar Urethane

Agency: Brushfire Inc., Cedar Knolls, N.J.
Publication: This Old House, 6-08
Category: Building Materials, Equipment and Fixtures
Engagement Score: 98
Category Average: 72

When purchasing a product, it's safe to say that the consumer wants to be reasonably assured of the end result of that product's use. Rather than relying exclusively on the inclusion of written claims, the Minwax ad instead SHOWS the reader this, with an illustration that offers tangible proof of the product's benefits. By displaying a wooden door with every detail of its wood grain visible, flanked by a visual representation of harsh weather conditions, such as snow, rain, and sun -- it visually enacts the manner in which Minwax can stand up to the elements, and by doing so, involves the reader with the ad's message in a meaningful way

Old Spice Deodorant

Agency: Weiden & Kennedy, Portland
Publication: Sports Illustrated, 7-14-08
Category: Personal Hygiene and Health
Engagement Score: 112
Category Average: 71

Humor is an approach that often attracts the attention of readers at high levels. Similarly, the portrayal of celebrities in ads has also been linked to the garnering of a reader attention. So, what happens when both creative ingredients are put to use? The Old Spice ad features actor Neil Patrick Harris, better known as "Doogie Howser, M.D.," from the old TV series of the same name. When an old television star with widespread retro-appeal is featured in a tongue-in-cheek product endorsement, enacting a silly, slapstick-style action (by placing his stethoscope on a patient's nose, no less), the result is indeed funny, but also refreshingly unusual, quirky, and yes -- engaging.

Smart Ones Frozen Entrees

Agency: Cramer & Kresselt, Chicago
Publication: Ladies' Home Journal, 5-08
Category: Prepared Dinners and Entrees
Engagement Score: 95
Category Average: 81

When it comes to a recipe for successful food advertising, an appeal to the senses frequently emerges as the one of the most effective ways to tantalize and captivate the reader. What better way to display food in as appetizing a manner as possible as via the use of giantism (that is, showing the product magnified to larger-than-life size). Such a visual tends to pop off the page, and is capable of providing the reader with an inviting sensory experience. Once readers have feasted their eyes to their thorough satisfaction, they are further engaged by the descriptive and mouth-watering copy on the bottom portion of the page (which, in conjunction with the row of oranges atop the page, serves to frame the entrée on the plate quite nicely).

Titleist AP1 & AP2 Irons

Agency: Arnold Worldwide, Boston
Publication: Golf Magazine, 6/08
Category: Sporting Goods
Engagement Score: 124
Category Average: 91

Along with color, clarity and sharp contrast are two creative elements that repeatedly reveal themselves as effective means of attracting eyes to the page. Print ads that feature muddy, unclear images often fail to perform well in engaging readers, as do those with monochromatic, low-contrast ones. The Titleist ad is crystal clear, and reveals a great deal of detail in the design of the products being shown. Besides the strong degree of clarity, the visual material being presented is accentuated even more so by the eye-catching contrast that created by the clubs up against the jet-black background. The clarity and contrast within the Titleist ad endows the reader with an almost tactile sense -- as if, just as the headline suggests -- one could just reach out and feel the actual texture and quality of these clubs.

Travelocity.com

Agency: McKinney & Silver, Raliegh, N.C.
Publication: Condé Nast Traveler, 7/08
Category: Public Transportation, Hotels and Resorts
Engagement Score: 106
Category Average: 73

The attention-getting power of humor again makes itself evident in this Travelocity.com ad. The "roaming gnome" has no doubt become instantly recognizable by many magazine readers, as his likeness has become somewhat synonymous and inextricably linked to the brand. When this whimsical character is placed in a seemingly endless array of unusual circumstances and settings, an enjoyable dose of humor and amusement is often the result. Here, the reader sees one of our gnome friend's travel wishes acted out, as he (in his own fashion), "rides bareback" on the beach. MRI Starch readership results frequently convey plainly that readers find themselves engaged with ads that present some type of action as it unfolds -- and if it is enjoyable and entertaining, so much the better. The Travelocity.com ad manages to engage by its offering of amusement, a scenic and visually appealing setting, and a strong degree of ad flow (take note of how the gnome's pointed hat leads the eye directly toward the ad's copy).

Find me a challenge

While flipping the pages of a magazine or surfing through the TV channels do you ever stop by to see an ad?

Have you ever thought how the people behind those ads are dying to catch your attention by creating an interesting piece worth your attention and then placing it where there are chances to catch your discerning eye?

I did not till I started working for RayBan, my first job after college. And then I got so mesmerised by the process of channelizing how people think, see and buy different brands that I never thought of giving it up ever even though my friends keep telling me that I can earn lot more if I seriously pursue painting.

And yet it is not easy to get people to see advertising. In fact to the them it is like a 2 minute repetitive movie which sits between their favourite programs which cannot be avoid.

A lot goes behind making of ads. Time, a brilliant idea and thousands of rejected ideas, lots of money, dedicated team work, energy and most of all – being on brand. The whole brand and what it stands for is at stake each time a new ad is made.

Although marketing is a whole lot of common sense, it is not so easy to find. Common sense because the most effective ads are based on a simple but powerful and invaluable insight into the consumer minds. That is what we marketers keep searching for always.

It’s this challenge that keeps me going. Being able to find a simple idea is the most difficult part!

But for me the more challenging part is to find a challenge. Who said being a non British marketer in Britain is easy?

I long for the day when I would get the opportunity to work on a brand in need of a new lease of life where all my skills and my passion would be put to test.

Just like James Farley saved Ford.... I am so starved of a challenge that I am willing to do it for free...

Contrasting ad effectiveness

You would have seen both of these ads if you were in UK.




Why this works?

Because it reflects upon the insecurity people suffer from when they have to shed thick winter clothes in summers. So the ad is easy to relate. Grasping the message becomes much easier with a such a smart angle brought in. And it hits right cord with their target audience - women wanting to lose weight.

But the Special K challenge is really hard to believe. When I saw it for the first time, I said, "What? What are they trying to say?" Eat two bowls for two meals for 2 weeks? What if I take 4 meals in a day in total and eat loads of high calorie food in the other two? And is it 2 bowls for each of these meals or just one?

And what if I really do subject myself to only two such meals for 2 weeks and famish myself, and I still I do not lose weight, what would I get? £3 for the cereal box I bought?

That is so silly! But yes it does work because such an extreme challenge does help the brand occupy a space in the minds of consumers to percieve Kellogg as a healthy alternative for breakfast as always.

Why this ad does not work?

Kellogg's Special K ..
Watch the ad...

For the simple reason that it does not say anything about the new taste and only shows a woman pulling a box of cereals out of a bee hive. The ad has tried to educate us about the fact that they have added a new flavour of honey and oats.

But what does it mean for the consumer - Another flavour added, that's it! Does it make you want try it? Until and unless someone is taking the hard-to-believe Special K challenge, this new flavour does not mean anything to anyone.

I know taste is a sensory thing and cannot be depicted well visually but see how well M&S has utilised imagery and visual effects to tempt you in its ads.

MasterCard Priceless

This is just perfect. Clean, easy to comprehend, relatable, a clear message, striking layout, concise and effective copy! It connects emotionally with the audience while communicating the benefit which MasterCard offers. They have been using this messaging for a while now but it works well everytime and is refreshing as well.

It does the job well. My rating - 9/10

Sony Football Shirt Ad

I just loved the ad. Lots of reasons -

1. It was printed on a broad sheet - The Short List Magazine. So I could absorb it well.
2. The fact that Sony Ericsson did not need to have a tie up with any football team/player to have such an effective correlation between football as a game and the Sony brand is makes me jealous
3. They made 3 big points with one ad
4. Its not cluttered and they have played with blue and white in a awesome way
5. Its eye catching ofcourse and tempting too!

My rating - 9/10

Why should I donate?

The ad is neat but the correlation between the heading and the message of the ad is stretched out - it is actually taxing!

Who do you love?

What if they have fatal disease like cancer?

Would you not donate for the research to fight cancer then?

My response would be - Ummm.... my be!

The logic - what if your loved ones have cancer - is not pursuasive enough. It is confusing or should I say the heading is not effective. Though the layout is good and does catch your eye.

The call to action to donate $5 comes too late and where do you donate? At Levis counters? At the website? You are expecting too much from the readers.

We will donate $5 on your behalf on every purchase you make is cliched and over used concept but this does not work either.

But I liked the ad otherwise so my rating is 6/10

Stop selling what you have, Start selling what they need

Now here is another Technology ad claiming the same thing what Sharp ad was trying to say but in a more effective way.

The heading -

Stop selling what you have
Start selling what they need

works like a call to action. The action of making you reading what's written next.
The layout is also very effective because half of the space has been devoted to the heading and copy on black background and the rest half is contrasting and engaging enough to make you observe every bit of it.

My rating - 9/10

Sharp Ad - why it does not Work

Why this does not work?

Because this ad does not clearly say what their MFP can actually do. And neither is it intriguing enough for one to explore why they are saying it does?

Because a meeting room with some people sitting around a table does not mean growth! The fact that they are actually sitting on a printer glass top does not mean that you can search the Internet from your MFP.

Sorry but t ad this does not go down well with me. But I do like the layout as you do notice the ad but it does not convert your attention into a desire to read more or explore, what to talk of consideration or even brand exposure as it confuses you.

My rating - 5.5/10

At&T - works in 200 countires

Why this ad works is because the message is simple, easy to comprehend in a memorable way at least for their target audience which needs a device which can work anywhere on the globe. Th fact that it is a PDa means it can do everything while on move.

Whether it is in line with the brand personality or not I cannot say but it is very effective.

My rating - 8/10

BMW 7 series in World's Biggest hour glass?

BMW 7 series in an hour glass? In Moscow?

This massive hourglass was built for the launch of BMW 7 Series by 20 men in 216 hours. It holds 180,000 silver balls and is 40ft in height. Apparently the world's biggest hourglass.The sparkling new 7 series was revealed in style as the balls poured through into the lower half of the hourglass.

What can be more exciting for men to see a BMW come down an hour glass shape! As I said in my earlier post, your ad should be disruptive. This one is spot on.

Life on Blackberry

I am sure this ad is in response to the latest iPhone which people are clamouring for standing in long queues. The 'till-now-strictly-for-corporate-audience' Blackberry has had to change what it means to its customers. Because they know their very loyal customers are also enchanted by Apple's latest offering.

'It can do more' must be the brief given by the Blackberry brand managers to their advertising agency but the ad has failed to bring out the real experience 'being on one'.

If you look carefully you do see some images of games, beaches, head phones but no, there is no real incentive to acquire one or aspire for one! But definitely it has failed to change the perception that Blackberry is for corporates. For the simple reason that every ad has to have a few basics -

The message should be disruptive i.e. something which has not been seen before, not spoken by anyone before and one that makes your audience sit up and notice. It could be as big as world's first hybrid train (I wish there is one in the making) or a simple feature in your existing product which your target audience loves but no competitor has talked about. But mind you it should be a relevant feature which delivers a particular experience your customers love.

What lacks in this ad is the wow factor, reason to start a life on Blackberry and 'is-it-for-me'.

My Rating - 5/10

Bridgestone - Technology for a better world

People are talking about the thumping success of Internet as the best media vehicle and pooh-poohing TV, while some brands are sticking to print and quietly getting the best out of it.

I was reading Business Week the other day and couldn't help notice the Bridgestone latest print campaign - Technology for a better world, it not just caught my attention but also, made a very lasting impression about my perception of the brand.

Michelin is one of the brands I have worked for albeit for a short duration, hence my affinity is more towards it. I was taught at Michelin that no other company has been able to match what Michelin offers in terms of technological advancement, safety and quality. I thought all other brands are just followers. It could be true but what's going to come is no less.

This ad by Bridgestone has changed my perception completely. I read the whole copy -

'On the runways, tires, can reach racetrack speeds while supporting five hundred times the weight of a race car.'

The 340 ton Boeing 777 races along the runway at nearly 220mph during takeoff and 155 mph at touchdown. It tires are built by Bridgestone to meet stringent safety specifications at racetrack speed while supporting the massive weight of the aircraft. Bridgestone is also the proud supplier of tires for the new Boeing 787 and Airbus A380.

Here is why it works -

1. A message which educates the consumers about what Bridgestone's technological advancements supported with numbers and a relatable example of race cars.
2. The endorsement it gets from being the supplier for Boeing and Airbus.
3. The three different angles of a plane first taking off, laid out in an eye catching way.

My Rating - 9/10

Here's another one from the same campaign.