Apple iPad Pro Ad: Loved by Owners, Rejected by Non-Owners in Emotional Effectiveness Test

June 01, 2024 at 10:08:14 AM

TL;DR The Apple iPad Pro ad was tested with both Apple owners and non-owners, revealing stark differences in emotional response. Apple owners rated the ad highly for long-term creative effectiveness and happiness, while non-owners gave it the lowest rating and experienced negative emotions. This highlights the importance of considering all consumer perspectives in advertising. If the ad targets only existing Apple customers, it's effective; otherwise, it fails to attract new customers.

Apple iPad Pro Ad: Loved by Owners, Rejected by Non-Owners in Emotional Effectiveness Test

The Apple ad was tested with both Apple device owners and non-owners, revealing significant differences in their reactions.

Key Findings

  • Apple Owners: The iPad Pro ad scored in the top 2% for long-term creative effectiveness, generating high happiness levels. Only 5% failed to recognize it as an Apple ad.
  • Non-Owners: The same ad received the lowest possible rating for long-term creative effectiveness, eliciting strong negative emotions. Nearly 20% couldn't identify it as an Apple ad.

Emotional Impact

  • Apple Owners: 39% happiness, 8% negative emotion.
  • Non-Owners: 14% happiness, 23% negative emotion.

Importance of Emotional Testing

  1. Understanding Advertising: Emotions help marketers understand ad effectiveness.
  2. Brand Penetration: Ads should target current and potential new customers to grow brand penetration.
  3. Pre-testing: Relying solely on internal opinions or current customers' feedback can lead to biased results. Broad-reaching channels require a broader audience's perspective.

Conclusion

If the ad were aimed at existing Apple customers, it would have been highly effective. However, if the goal was to attract new customers and grow the brand, it would have failed.

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