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Best MediaCurves Studies of 2009, Number 4: Controversial Palm Pre Ad Evokes Feelings of Inspiration and Happiness Among Viewers


Palm Pre Ad
Majority of viewers claim controversial Palm Pre ad is effective

Flemington, NJ, August 10, 2009 – A new national media study among 305 viewers of a new controversial ad promoting the new Palm Pre phone revealed that the majority of viewers reported that “inspiration” and “happiness” were the emotions they felt most while watching the commercial.

The study was conducted by HCD Research using its MediaCurves.com® website during August 7-9, to obtain viewers’ perceptions of a new Palm Pre commercial, which has generated much controversy due to the nature of the ad.

The study also revealed that the majority of viewers (67%) reported that the ad was either somewhat effective or extremely effective, while 16% of viewers indicated that the ad was confusing.

Among the findings:

“Which of the following emotions did you feel the most while viewing the video?
Please check all that apply.”

 

Total
(n=305)

Anger

0%

Inspiration

26%

Sadness

2%

Skepticism

18%

Confusion

16%

Disturbing

9%

Embarrassment

2%

Pride

3%

Happiness

25%

“Please indicate how effective you believe this advertisement was.”

 

Total
(n=305)

Not at all effective

33%

Somewhat effective

46%

Extremely effective

21%

“Is there anything about this video that you find unclear or confusing?”

 

Total
(n=305)

Yes

19%

No

81%

While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).  You can also receive updates from MediaCurves.com by following us on Twitter:  http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820

HCD Research, a marketing and communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.  MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

COMMENTS
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RE: Sprint Palm Pre Ad
by theokitty916 (User #203371) on Monday, August 10, 2009 @ 3:31:55 PM (#1805)
didn't make me more interested in the palm pre
Reply
RE: Sprint Palm Pre Ad
by bobbytth (User #227036) on Monday, August 10, 2009 @ 3:31:55 PM (#1806)
I change the channel when I start to see the commercial,it looks as though color has been drained out of her,(Morbid).
Reply
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by Cindy (Anonymous User) on Tuesday, August 28, 2012 @ 10:54:08 AM (#7901)
Well, I'll be bummed if that's the case buacese I just bought a Palm Pro buacese I was told by the rep that the SERO plan won't work. If you look at the literature leaked by Sprint, it specifically states that the SERO plan will not work. I don't know who's right, but I didn't want to take a chance of them accidentally switching my plan and then all of a sudden I'm paying $70 instead of $30. Good luck with it. I just didn't want to press my own luck.
Reply
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by zeivshku (Anonymous User) on Wednesday, August 29, 2012 @ 8:38:13 AM (#7913)
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by uepsufxihw (Anonymous User) on Thursday, August 30, 2012 @ 1:28:53 PM (#7927)
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RE: Sprint Palm Pre Ad
by johnny1975 (User #226279) on Monday, August 10, 2009 @ 3:31:55 PM (#1807)
its a very soothing and inventive commercial.
Reply
RE: Sprint Palm Pre Ad
by grand1 (User #226909) on Monday, August 10, 2009 @ 3:31:55 PM (#1808)
I dont like the girl in it.
Reply
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by Naoya (Anonymous User) on Saturday, June 16, 2012 @ 3:25:31 PM (#7723)
first of all before you buy the palm pre, you need to know one thing. If you use your phone a lot dnurig the day, then you might need to carry a charger with you. The batter life is terrible. with moderate use, it will last about 10 hours.. barely! it's an AMAZING phone, but beware of the battery.apps are great! the apps I have on my pre are:Backgrounds (if you want a cool background other than a pic you took)pandora (lovely music!)fandango (you can even buy tickets from your pre!)weather channel (I was thinking about playing golf next saturday is it gunna rain? let me check!)translator (if I need to translate something self explanitory)MLIA (funny stories!)The helicopter game (great time-killer)Sky climber (also great time killer)blackjacksolitairefacebook (I'm a fan of social networking:)hangman (helps you learn SAT vocab and other types of vocab)(there are so many more, these are just the ones I have!)apps are pretty much the only things I use, ya know, besides calling and textingthere are other things like sprint navagation (GPS)it's an AWESOME phone and I love it, but it's not as cool as the HTC Evo.the HTC Evo is the one I want! that phone is at least 100 times cooler than the pre. (though I love the pre) watch some youtube videos about the pre and you'll see a bunch of cool things about it!hope I helped (:
Reply
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by hhpkfvw (Anonymous User) on Sunday, June 17, 2012 @ 1:55:00 PM (#7735)
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by rpvdfluj (Anonymous User) on Monday, June 18, 2012 @ 11:52:11 AM (#7756)
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RE: Sprint Palm Pre Ad
by hideokamoto (User #226291) on Monday, August 10, 2009 @ 3:31:55 PM (#1809)
there is nothing new for this Sprint CM
Reply
RE: Sprint Palm Pre Ad
by nwtony (User #204254) on Monday, August 10, 2009 @ 3:31:55 PM (#1810)
I think that contracts between phone companies and phone providers should not be allowed. Why do I need to switch service to get a phone I want.
Reply
RE: Sprint Palm Pre Ad
by lrj115 (User #209437) on Monday, August 10, 2009 @ 3:31:55 PM (#1811)
another use of anything to sell a product. I think that it may work.
Reply
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by Andralyn (Anonymous User) on Thursday, July 7, 2011 @ 4:20:49 PM (#6740)
This article achieved exactly what I wteand it to achieve.
Reply
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by Brandywine (Anonymous User) on Thursday, July 7, 2011 @ 7:48:45 PM (#6743)
I didn?t know where to find this info then kobaom it was here.
Reply
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by cskwunk (Anonymous User) on Friday, July 8, 2011 @ 4:23:10 AM (#6750)
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Reply
RE: Sprint Palm Pre Ad
by miguelito4623 (User #226942) on Monday, August 10, 2009 @ 3:31:55 PM (#1812)
I liked it very much ,and the add is very attracting
Reply
RE: Sprint Palm Pre Ad
by karnak767 (User #202569) on Monday, August 10, 2009 @ 3:31:55 PM (#1813)
She has a great calming voice.
Reply
RE: Sprint Palm Pre Ad
by pando73 (User #217459) on Monday, August 10, 2009 @ 3:31:55 PM (#1814)
That may be the single dumbest commercial I have seen not including all the stupid Geico commercials
Reply
RE: Sprint Palm Pre Ad
by angry mother (Anonymous User) on Tuesday, August 11, 2009 @ 1:24:00 PM (#1816)
My little child is having nightmare's because of her!!
Reply
RE: Sprint Palm Pre Ad
by blah (Anonymous User) on Tuesday, August 11, 2009 @ 2:03:11 PM (#1817)
How rude! Don't turn your back on me!
Reply
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by Nagaraj (Anonymous User) on Wednesday, August 29, 2012 @ 12:01:02 AM (#7907)
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Reply
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by Agambong (Anonymous User) on Friday, August 31, 2012 @ 1:35:37 AM (#7935)
Yeah I was afraid of that too, but I taekld to 5 different people and they all told me I was good. Eek. If not I'll just get a BB Curve or an HTC Touch Pro. Not a HUGE deal but it would be a letdown.
Reply
RE: Sprint Palm Pre Ad
by Artur (Anonymous User) on Wednesday, August 12, 2009 @ 5:47:00 AM (#1819)
Feel's like a video for a music of "This mortal coil" ...
Reply
RE: Sprint Palm Pre Ad
by Ben at Mediacurves (Administrator #224968) on Wednesday, August 12, 2009 @ 9:09:11 AM (#1821)
Thanks for all the great feedback! We really appreciate your comments.
Reply
RE: Sprint Palm Pre Ad
by James Beswick (Anonymous User) on Thursday, August 20, 2009 @ 1:25:45 PM (#2046)
I think these are the most effective series of ads I've seen in a long time.
Reply
RE: Sprint Palm Pre Ad
by arrr (Anonymous User) on Monday, August 24, 2009 @ 1:20:36 AM (#2095)
this commercial makes me angry for some reason...
Reply
RE: Sprint Palm Pre Ad
by Myli Coan (Anonymous User) on Friday, December 18, 2009 @ 1:04:46 PM (#4065)
This is a complete load of bollox. How do you (mediacurses.com) actually verify the veracity of these posts (some of these posts appear to have been made by mediacurses.com employees/stooges
Reply
RE: Sprint Palm Pre Ad
by H (Anonymous User) on Thursday, December 23, 2010 @ 7:41:10 AM (#6347)
Mediacurves put Palm out of business...
Reply
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