ABOUT RESEARCH HLN be 16092013 Barometer BVC Het

ABOUT RESEARCH HLN. be 16/09/2013 Barometer + BVC Het Laatste Nieuws 20/09/2013 Barometer HLN. be & Het Laatste Nieuws

ABOUT BRAND IMPRESSION “Vlaamse Havendag is an … initiative” Dull Cool Unattractive Attractive Responsible Irresponsible Imitated Authentic Credible Incredible Value for money Expensive for what it is Functional Makes me dream Arrogant Charming Leading Humble Stable Dynamic Avg. OVH Havendag

ABOUT AD EVALUATION vs. Average Government C O G N I T I VE C O N A T I V E 103 102 105 Action! 102 A F F E C T I VE C R E A T I V E

ABOUT AD EVALUATION vs. Average Government (Online) C O G N I T I VE C O N A T I V E = clear + fits the brand + a lot of info ++ tells something new = reason to buy + boosts my interest + find out more + talk about Action! = credible = appealing message + inspires me + makes me dream A F F E C T I VE + nice layout ++eye catching ++ original C R E A T I V E

ABOUT AD EFFECT Extravert …like to take new challenges …spirited …impulsive …enthousiastic …looking for cosines and friendship …social …care about others and about their environment …engaged …dominant …quirky Ego Group …looking for recognition and status …want to stand out … like to play it safe … looking for security and warmth …people who are always well-prepared and have everything well planned …strive for perfection Introvert

ABOUT AD EFFECT Extravert Ego Group Introvert

HLH. be 16/09/2013 HPTO IMPACT STUDY BRAND VALUE CHECK Recognition BRAND IMPRESSION 47% (avg. HPTO 41%) (avg. OVH 27%) Attractive Charming Credible ATTRIBUTION AD EVALUATION 65% Strongest on the creative values (avg. HPTO 60%) (avg. OVH 45%) EFFECTIVE SCORE COMMENTS 31% Like to take new challenges Enthousiastic Social (avg. HPTO 26%) (avg. OVH 13%)

ABOUT RESEARCH Het Laatste Nieuws 20/09/2013 Encart IMPACT STUDY RECOGNITION 80% (avg. Encart 52%) (avg. OVH 42%) ATTRIBUTION 84% (avg. Encart 66%) (avg. OVH 43%) EFFECTIVE SCORE 67% (avg. Encart 37%) (avg. OVH 20%)