The twelfth wave of tracking Australian consumer attitudes continues to report positive perceptions of wood, while post-campaign research shows an increased awareness of the message of Wood. Naturally Better.™/Planet Ark television advertising.
The trend of regarding wood positively has continued, with the latest wave of research reporting no negative emotional associations. This is accompanied by a strong preference for the visual appeal of wood and wood products, when compared to other materials.
Follow-up research after the recent airing of the Wood. Naturally Better.™/Planet Ark television commercial showed an increase in the awareness of the advertisement and a rise in the number of people who said they would prefer to purchase wood products.
The researchers (Pollinate Pty Ltd) concluded that:
- With only 250 TARPs (target audience rating points), 34% of respondents state they have seen the TVC, which is a strong result
- Message take out is on target: high relay of wood being a better product, storing carbon and being environmentally friendly
- The ad is perceived as believable and clear
Howard Parry-Husbands from Pollinate presented the research findings in an R&D Works webinar, view the presentation here.
