What’s in an advert?

‘That’ caught my eye Mobile phones dominate the advert ‘hot list’, with T-Mobile, Orange, Phones4U and HTC creating noise. Into the mix confidently trots Cadbury’s, Honda, Skoda cake and the Barclays waterslide, all creating their own unique splash.

In a monthly review of advertising awareness with 12-17 year olds, Dubit’s Informers told us mobile adverts were consistently the most recalled. Two online focus groups allowed us to explore the issue…

Ok I’m entertained, but what do I know ‘I don’t really know what its selling so it hasn’t made me what to buy anything’. A classic example is the T-Mobile advert which entertained, but this did not appear to translate into intention. Blackberry adverts are more successful ‘quick and to the point’

My friends and I…well we talk We all like to talk and phone adverts reverberate around the youths social circle. Orange Wednesday and the ‘freaky things’, T-Mobile ‘crowds are singing’ and Vodafone ‘brings face + twitter with him’. But other than talk about it what impact does this actually have…

Me, my mobile and I Adverts ‘don’t influence what I buy, they just make me look’, when choosing a phone is a logical process ‘looks, functions, practicality’ and ‘a good cheap contract’. Decisions are informed by ‘looking around, speak to friends, parents’. ‘It could be the worst advert, but still be a dead good phone that I would want so…’

Two focus groups were held on the 28th of October, one with 12-14 year olds and one with 15-17 year olds. The groups were mixed gender and lasted 30 minutes. For more information on our online focus groups please contact peter.robinson@dubitlimited.com or contact the research team on +44 113 3947 920

‘It's fun, gives you a clear idea of the brand, and gives you a bit of

information about what they are advertising‘ (Orange Bright Top-ups)

‘…at least it showed you the phone and

gave you more information than the

last one’ (HTC caveman, compared to

‘sing-a-long’)