Pg 1
John Lewis
Pg 2
Role for Advertising & Impressions created by ads
%
Branding
is strong
I am more I’d stop and look
likely to shop at rather than
this retailer turn the page
Gives new Gets me to
information think differently
about retailer 56
42 about the
retailer
11 49
Helps
Makes me connect
relevant 31 20 20 and identify
points 27 more strongly
38 with retailer
25
31
Gives me
ideas and Gives me a
inspiration reason to buy
from retailer
69
Enough
Offers good
information to
value for
decide if retailer
money
is for me
Offers good
range of Xmas
John Lewis Fireplace products
John Lewis 1/2 page
John Lewis TVs
Pg 3
Action taken after seeing Ad
%
Find out more
about product
featured
Compare Visit website
prices with other for more
retailers information
36
18
11
4
Compare 33
Visit
products with 9
16 website to
other retailers purchase
Purchase Visit
from this the store
retailer
John Lewis Fireplace
John Lewis 1/2 page
John Lewis TVs
Pg 4
Millward Brown Involvement Diagnostics
%
+12+5
+12 Distinctive
0
Involving
Interesting
56
+5
47
Disturbing 49 Soothing
2 7
Unpleasant 16 Pleasant
0
2 16
33 35
Gentle
Irritating 36
Boring Weak
-2 -7
Dull
John Lewis Fireplace +3
John Lewis 1/2 page
John Lewis TVs