GE “Two Letters”

GE's newspaper ad was the most overall successful ad of the five we tested within the Resources category.

Key findingsGE "Two Letters"

All five of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Re-appraisal. As we would expect, they also spoke strongly to the Public Agenda.

  • The ad for GE was arguably the most overall successful ad of the five we tested within the Resources category
  • This ad achieved the highest scores for Affinity and Re-appraisal amongst the cohort
  • The ad worked well to position GE as interesting and different, and achieved excellent scores on most positive creative diagnostics –  the imagery used was highly appealing to respondents.
  • The ad achieved high scores for being ‘Attention Grabbing’ and ‘For People Like Me’; and the likeability of the ad is reflected in verbatims with many respondents mentioning the feel good aspects of the advertising
  • As a result of the positive outtakes, the ad achieved relatively good scores for being ‘Convincing’ and ‘Believable’ with high levels of message comprehension reflecting a well thought through messaging strategy, working well.


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