Generally speaking, there are certain attributes that are associated with low scoring ads including:
- Visual confusion
- Copy confusion
- Irrelevance
- Disbelief
- Configuration Problem
Visual confusion is often the result of too much activity in the illustration. Usually there is no focal point.
Copy confusion develops over a misunderstanding of the headline or the lack of a perceived relationship
between the headline and the illustration or the product. Too much copy can prevent an initial understanding
of the ad's message. Too many messages lead to confusion and low registration of any one and the lack of
product recall.
Probably one of the greatest problems deals with general irrelevance. Some illustrations of "well patients"
are difficult to relate to problem areas and the need for the product advertised. Physicians read ads to see
if they can improve treatment of patients seen on a day-to-day basis. Ads that do not quickly identify the
problem they treat seem to score low.
Configuration is defined as the path the eye follows through the ad. In a number of low scoring ads, we found
no logical sequence that the eye could follow. In one situation, an upward trending graph moved the eye off
the ad without seeing the name of the product. In another situation, the branches of a tree lead the viewer
away from the message and the product name. These are just two examples of the type of configuration problems
that can occur and do rather frequently.
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