Chapter 6: Strategic Research

Question:

Write a new copy for this ad and then use appropriate testing method to compare it with the original copy. Try 10 people. Which one is better ? Why?

Answers:

Staff Bread aims to serve a quick, convenient and nutritious breakfast for people, especially students who need energy for their study. According to this information and the design of the poster, I have tried to change this ad’s copy from “Năng động cùng cuộc sống” to “Dinh dưỡng cho ngày năng động” (Nutri for an active day). Then, to test if the new copy works, I showed ten people the poster, cropped out the copy, and asked them which slogan is more appropriate. The ten chosen ones were mostly students aged from 12 to 22, others were people with different careers. 

The result shows that eight over ten people chose the new copy because of various reasons. Most of them said that the latter were more effective since it were more relevant to the product. In particular, five highschool and university students and a housewife explained that the previous copy were vague and lack of information while the new one is more related to the image on the poster as well as the product itself. On the other hand, two secondary students just chose because they like it and it bring a right feeling. People who preferred the first copy claimed that they liked it short; besides, they did not believe the bread is nutritious.  

No.	Age	Gender	Career	(1)	(2)	Reason
1	20	Female	University Student			Short
2	19	Female	University Student			More relevant with the product
3	13	Female	Secondary School Student			Reliable
4	34	Female	Housewife			Informative
5	18	Female	Highschool Student			Just like it
6	22	Male	Software Engineer			Short  Does not trust (2)
7	20	Male	University Student			More relevant with the product
8	36	Male	Teacher			Match with the visual
9	20	Male	University Student			Likable
10	12	Male	Secondary School Student			Just like it

Result of the test 

These feedbacks proves that consumers’ point of view may different from advertisers. Therefore, advertisers need to do many researches to fully understand their consumers’ insight in order to deliver an appropriate message.