Last but not least: "It's never been this cheap"
Big breasts, skimpy bikinis, and silly catchphrases—these are the ingredients of the various TV commercials produced by Redcoon.de, a subsidiary of Media-Saturn-Holding. In an online study, Media Analyzer evaluated one of the online retailer’s TV commercials for its advertising effectiveness.
And indeed, the researchers have come to a completely new conclusion: Sex sells. And: The Spot polarize. In terms of conspicuousness and recognition value, Media Analyzer attests that Redcoon.de a strong result for a brand new to TV. Another conclusion: men are significantly more attracted by the sexual stimuli than women. "Biology wins over reason here," says the market research institute.
So these Spots The main focus is on maximum attention, says Steffen Egner, Managing Director of Media Analyzer. The high recall values of supported 85% and unsupported around 60% show that this works very well. However, according to the market research institute, this effect goes hand in hand with a clear lack of understanding and seriousness. Accordingly, only 14% of respondents stated that they found the commercial credible. The interest of potential customers is also hardly aroused, with only 18% agreeing. Accordingly, the recommendation rate for the brand is low overall at 15%.
"The makers of the commercials are obviously accepting the anti-reaction of women", says Egner. At the same time, they are relying on the biological reaction of men. While 41% of men rated the ad as original, only 27% of women did. The differences between the sexes are even clearer when it comes to the question of whether the commercial is appealing: 35 percent of men, but only ten percent of women answered yes to this question. The film also scored significantly better in terms of likeability, with 27% of men saying yes compared to 8% of women. However, the genders agree on one criterion: 28% of men and 32% of women find the commercial simply boring. "One thing is clear: Redcoon.de polarizes with its commercials. And that is probably the main objective. Weak results in the areas of understanding and activation are certainly taken into account. The main thing is that the message 'redcoon is cheap' is remembered," summarizes Steffen Egner. "Ultimately, the commercials are a bit like the jungle camp - nobody wants to have seen it, but everyone knows it."
A total of 406 people between the ages of 18 and 49 were surveyed in an online interview. 50 percent of respondents were male and 50 percent were female.
The results are not particularly surprising. If you are still interested in the results, you can find them here here. (uma)
