Transcript Slide 1

Newspaper Creative
Benchmark Report
GE
July 2011
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
•To measure and identify the effectiveness of newspaper creative
•To help improve understanding of how to use newspapers effectively
•To improve the understanding of the roles newspaper advertising can play
•To improve the standard of newspaper creative
•To provide a consistent metric that is accepted as the industry standard
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
+
Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
Branded Newspaper
Benchmarks
Being a hot button issue, we tested 5 recent
newspaper ads from the Resources sector to see
what response they generated
Chevron
Santos
GE
Shell
Australian Mining
•
GE was one of eight ads tested in
Sydney
•
Sample: Australians 16+
•
Sample size: 111
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Fieldwork: 20 – 26 July 2011
•
Conducted online by Ipsos
MediaCT
•
Benchmarks used: All Newspaper
Norms (see appendix for details)
‘Two Letters’
Market: Sydney
Size: DPS
Position: EGN
*nb: brand linkage samples are low
and results should be viewed with
caution
n=22
+22
65
56
36
13
34
20
Newspaper Norm
*
Ad Recognition %
Brand Linkage %
Interest %
All branding removed
Significantly different to
Newspaper Norms at 90% c.l.
Good levels of recognition. Ad generated above average scores on
Interest. Ad Recognition and Brand Linkage can be affected by weight
of campaign and timing of research. Some respondents felt the ad
had something to do with Government or possibly Energy Australia.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+18
+24
Newspaper Norm
Significantly different to
Newspaper Norms at 90% c.l.
Creative scored significantly well above averages on
all three equity measures.
+21
Newspaper Norm
Significantly different to
Newspaper Norms at 90% c.l.
Results for Creative Diagnostics are very positive with
some significantly high results for ‘Looks Good’ and
‘Has great photo / image’
100%
18%
Don't know
25%
(Saving) energy mentions |
Other
44%
Other wind power/energy
mentions | Clean/ green/
renewable energy mentions
13%
Better/ more wind power for
the future | Applying
technology for wind power
75%
50%
57% of respondents were generally correct in
their understanding of key messages and a
further 25% had a basic understanding.
Compared to some other ads in this category,
(which tends towards complex messaging),
a score of 18% for ‘don’t know’ is a relatively
good result.
25%
0%
Message Comprehension
What did the respondents say about the ad?
‘A message that
addresses the
future of power
generation.
Eye-catching image.
Relevant and thought-provoking.
Forward thinking.
Nice image, makes
me feel good.
They are
progressing with
energy processes
we need.
Looks interesting. Makes
me want to read the
details on the Ad.
It feels optimistic.
Thinking outside
the square for
wind power.
It is very relevant at this
time.
Newspaper Norm
Significantly
different to
Newspaper
Norms at 90%
c.l.
As expected, the ad speaks to the Public Agenda. This ad also
delivers well on providing Information and a Call to Action, with
significantly high scores for Affinity and Reappraisal.
Comparison of Key
Benchmarking Metrics
Reappraisal : This ad encourages me to think
differently about the advertiser
Newspaper
Norms
All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack.
Affinity : This ad gives me a good feeling
about the advertiser
Newspaper
Norms
Affinity scores were generally high across the board with GE achieving very high and significant scores.
Comparative Engagement Metrics
For people like me
GE was chosen as the ad that had
the most to say, relevant to
respondents.
Likely to get people talking
The Australian Mining ad was
considered to be the most ‘WOM’
worthy.
Comparative Engagement Metrics
Attention Grabbing
The GE ad achieved much higher
scores for being ‘Attention
Grabbing’ than the others tested.
Important to note this ad was a DPS
versus some of the others that were
broken space.
Provides Important Information
The Shell ad was perceived to be
providing important information.
Verbatims reflected a Reappraisal of
Shell as a result of new information.
Comparative Engagement Metrics
Convincing
Believable
Upon being presented with the ads
in the controlled research
environment, respondents found
the Australian Mining ads to be the
most convincing and believable,
closely followed by GE and Shell.
Comprehension was hampered in
some cases which may be due to
respondents lacking familiarity with
the advertiser or the complexity of
the issues being presented.
Comments
•
•
•
•
All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and
driving Reappraisal
• As we would expect, they also spoke strongly to the Public Agenda
The ad for GE was arguably the most overall successful ad of the 5 we tested within the
Resources category
• Achieving the highest scores for Affinity and Reappraisal amongst the cohort
The ad worked well to position GE as interesting and different, and achieved excellent
scores on most positive creative diagnostics; the imagery used was highly appealing to
respondents.
• The ad achieved high scores for being Attention Grabbing and For People Like Me,
and the likeability of the ad is reflected in verbatims with many respondents
mentioning the feel good aspects of the advertising
As a result of the positive outtakes, the ad achieved relatively good scores for being
‘Convincing’ and ‘Believable’ with high levels of message comprehension reflecting a well
thought through messaging strategy, working well.
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
Creation of All Newspaper norms
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•
•
•
•
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Testing of randomly selected newspaper display ads
5,100 ad observations in total
40 test ads, 100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August 2008
Sample size 1,737
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average