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Assessing the impact of advertising campaign concepts designed to create an emotional engagement with a national charity


Three potential advertising concepts were developed for a national campaign. The national charity needed to understand which concept best communicated its brand positioning and garnered the strongest emotional connection from the audience.


Qualitative research was employed across the country to probe and assess reactions to concepts.


The research identified that one of three concepts had a strong call to action, and was able to ‘personalize’ the motivation to donate within audiences. Important weaknesses were identified in the other two concepts, thus helping the charitable organization to make a decision on which concept to develop into finished advertisements.

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