Transcript Creative benchmarking Retailer study Publisher briefing

The Newspaper Effectiveness Metric
Content
• Why create a Newspaper Effectiveness Metric?
• The Newspaper Effectiveness Metric in summary
• Validation of the ‘Roles of Advertising’ measure
• Creation of newspaper norms
• Benchmarking newspaper creative – an example
• Appendix: Ads tested in creating the newspaper norms
WHY CREATE A NEWSPAPER
EFFECTIVENESS METRIC?
Why did The Newspaper Works create an
effectiveness metric?
• Newspapers are pigeon-holed for certain advertising categories and roles
• Most tracking metrics are designed for TV, not newspapers
• There is no recognised approach to measuring effectiveness in relation to
newspapers
• Need for a metric specifically designed for newspapers
– improve understanding of how to use newspapers effectively
– demonstrate that newspapers can help build brands and develop emotional
connections
– help improve the standard of newspaper creative
– provide consistency in the way newspaper effectiveness is measured
The Newspaper Works’ effectiveness partner
NEWSPAPER EFFECTIVENESS METRIC IN
SUMMARY
The Newspaper Effectiveness Metric in summary
Recognised industry measures
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Newspaper measures
Brand measures
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Brand Awareness
Brand Image
Brand Commitment
Brand Involvement
Brand Equity
Brand Sensitivity
Category/Brand Ad
Awareness
Ad measures
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Ad Recognition
Brand Linkage
Interest
Brand Equity Impact
Roles Of Advertising
Newspaper Creative Diagnostics
Message Take-out
Emotional Response
The Newspaper Works’ effectiveness partner:
Uses of the metric
Case studies
• Pre/post effectiveness
studies, measuring inmarket effects
Newspaper
creative
benchmarking
• Comparison of creative
against category
averages
Category deep
dives
• Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
VALIDATION OF THE ‘ROLES OF
ADVERTISING’ MEASURE
Validation of the Roles of Advertising measure
The Roles of Advertising
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While it is widely accepted that newspapers are effective in conveying information and
generating a call to action, it is not as well understood that newspapers are powerful across a
broader range of strategic roles, particularly in the area of brand building.
Six distinct, but not mutually exclusive, strategic roles that newspaper advertising can play
were originally identified by the Newspaper Marketing Agency in the UK.
The Newspaper Works set out to comprehensively validate these roles in Australia with our
research partner Ipsos Media CT.
A combination of qualitative and quantitative testing led to the creation of measures that
identify the roles that newspaper ads can play and discriminate between them
The Roles of Advertising measure demonstrates how consumers connect with newspaper
advertising, and provides learnings as to how advertisers can maximise the strategic
impact of their advertising
Quantitative and qualitative testing
April
2008
May-June
2008
Qualitative
Testing
Quantitative
Testing
• Shaping the Roles of Advertising statements into
consumer language
• Nationally representative sample of n=80
• Conducted online
• Testing of the Roles of Advertising statements
against a range of ads
• Two-stage process, with second stage testing
revised versions of some statements
• Population representative sample of the five
mainland state capitals
• n=1628 across the two stages
• Conducted online
The Newspaper Works’ effectiveness partner:
The Roles of Advertising
• The qualitative and quantitative testing resulted in the consumer statements below, describing
the six strategic roles that newspaper advertising can play
Strategic Role
Description
Affinity
Gives me a good feeling about the brand
Reappraisal
Encourages me to think differently about the brand
Information
Gives me more information about the brand
Call to Action
Gives me a reason to buy, use or find out more about the brand
Public Agenda
Raises an important issue/cause
Extension
Reminds me of the TV advertising for the brand
Validation of the ‘Roles of Advertising’ measure
SELECTED RESULTS FROM
QUANTITATIVE TESTING
Preliminary
from validation
Selected resultsresults
from quantitative
testing work
Affinity
Extension
(Re)Appraisal
Public Agenda
Information
Call to Action
Source: Quantitative testing of the Roles of Advertising, round 2, stream 3
Preliminary
from validation
Selected resultsresults
from quantitative
testing work
Affinity
Extension
(Re)Appraisal
Public Agenda
Information
Call to Action
Sources:
Ad results: Ipsos validation study, round 1
Norm: Ipsos benchmark study, n=1500
Source: Quantitative testing of the Roles of Advertising, round 1
Preliminary
from validation
Selected resultsresults
from quantitative
testing work
Affinity
Extension
(Re)Appraisal
Public Agenda
Information
Call to Action
Sources:
Ad results: Ipsos validation study, round 1
Norm: Ipsos benchmark study, n=1500
Source: Quantitative testing of the Roles of Advertising, round 2, stream 3
Preliminary
from validation
Selected resultsresults
from quantitative
testing work
Affinity
Extension
(Re)Appraisal
Public Agenda
Information
Call to Action
Sources:
Ad results: Ipsos validation study, round 1
Norm: Ipsos benchmark study, n=1500
Source: Quantitative testing of the Roles of Advertising, round 1
CREATION OF NEWSPAPER NORMS
Creation of newspaper norms
Benchmark study methodology
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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
Creation of newspaper norms
Presentation of ads to respondents
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In-situ presentation ensures the ads are perceived as newspaper not magazine ads
Ad then presented full screen, for easier reading
Respondent also able to zoom in to read copy at any stage
In-situ
Full screen
Creation of newspaper norms
THE KEY NEWSPAPER AD NORMS
Ad Recognition
Question
Do you remember seeing the newspaper ad before?
•Yes
•No
Also known as
Prompted ad awareness, prompted recall, executional cut through
Relevance to
advertisers
Indicates extent to which the advertising creative cuts through
Main indicator against which media agencies are assessed
Ad Recognition
Q. Do you remember seeing the newspaper ad before?
Yes
No
87
All Newspaper
Norm
Yes - 13%
13
Ad Recognition
Source: Benchmark study
Brand Linkage
Question
You mentioned that you saw the newspaper ad; what brand was it
for?
• Open ended response
Also known as
Brand recognition, branding
Relevance to
advertisers
Indicates whether consumers register the brand in the ad
Brand Linkage
Q. You mentioned that you saw the newspaper ad; what brand
was it for?
Correct
Incorrect/ Don't know
35
All Newspaper Norm
Correct brand - 65%
65
Brand Recognition
Source: Benchmark study
Interest
Questions
Following is a series of statements that could be used to describe
the newspaper ad for [BRAND]. Please indicate whether you agree
or disagree that the statement describes the newspaper ad for
[BRAND].
• What the ad said or showed was interesting to me
Relevance to
advertisers
Provides a measure (self reported) of the interest in the advertising
message.
Interest
Q. Following is a series of statements that could be used to describe the
newspaper ad for [BRAND]. Please indicate whether you agree or
disagree that the statement describes the newspaper ad for [BRAND].
Top two
box - 34%
7
27
Strongly Agree
Somewhat Agree
34
Neither Agree Nor Disagree
15
Somewhat Disagree
17
Strongly Disagree
What the ad said or showed was interesting to me
Source: Benchmark study
Brand Equity Impact
Following is a series of statements that could be used to describe
the newspaper ad for [BRAND]. Please indicate whether you agree
or disagree that the statement describes the newspaper ad for
[BRAND].
Questions
Relevance to
advertisers
• The ad made the brand seem different from other brands in the
category (uniqueness)
• The ad made the brand appear to be appropriate and fit in with my
lifestyle and needs (relevance)
• The ad improved my familiarity and understanding of what the brand is
about (familiarity)
Indicates the effect the ad is having on the key components of the brand’s
brand equity Familiarity
Relevance
Uniqueness
Brand Equity Impact
Q. Following is a series of statements that could be used to describe the
newspaper ad for [BRAND]. Please indicate whether you agree or
disagree that the statement describes the newspaper ad for [BRAND].
Top two
box - 28%
5
23
Top two
box - 25%
4
21
Top two
box - 25%
5
20
Strongly Agree
Somewhat Agree
41
42
42
15
16
15
17
Neither Agree Nor
Disagree
Somewhat Disagree
17
16
Strongly Disagree
The ad improved my familiarity The ad made the brand appear to The ad made the brand seem
and understanding of what the be appropriate and fits in with different from other (categorys)
brand is about
my lifestyle and needs
Familiarity
Relevance
Uniqueness
Source: Benchmark study
Roles of Advertising
Question
Thinking about the newspaper ad, which of the following statements below
would you agree with?’
(Mark as many or as few as you want)
Relevance to
advertisers
Measures consumer response against 6 key advertising roles that newspaper
advertising can perform 1. Affinity
2. Reappraisal
3. Information
4. Call to action
5. Public Agenda
6. Extension
Roles of Advertising
Strategic Role
Statements
Affinity
Gives me a good feeling about the brand
Reappraisal
Encourages me to think differently about the brand
Information
Gives me more information about the brand
Call to Action
Gives me a reason to buy, use or find out more about the brand
Public Agenda
Raises an important issue/cause
Extension
Reminds me of the TV advertising for the brand
Roles of Advertising
Q. Thinking about the newspaper ad, which of the following
statements below would you agree with?’
Affinity
Extension
Reappraisal
Public Agenda
Information
Call to Action
Source: Benchmark study
Creative Diagnostics
Following is a series of statements that could be used to describe the
newspaper ad for [BRAND]. Please indicate whether each statement describes
well, describes somewhat or does not describe the newspaper ad for [BRAND].
Question
Relevance to
advertisers
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Has a great picture of the product
Doesn’t grab my attention
Looks dull and boring
Is similar to all the other ads for (category)
Is cluttered
Has too much information
Being in a newspaper helps to make the ad believable
Makes it easy to see what is on offer
Headline made me want to stop and read more
Is a good looking ad
Catches my eye
Measures consumer reaction to specific aspects of the creative execution
Provides an indication of the how/ why the ad is working or not working
Creative Diagnostics
Q. Following is a series of statements that could be used to describe the newspaper ad
for [BRAND]. Please indicate whether each statement describes well, describes
somewhat or does not describe the newspaper ad for [BRAND].
negative
positive
Has great picture of product
Catches my eye
Is a good looking ad
Headline made me want to
read more
Makes it easy to see what is on
offer
Being in newspaper helps make
ad believable
Doesnt grab my attention
Looks dull and boring
Similar to all other ads for
(category)
Is cluttered
Has too much information
Figures show ‘describes it well’ responses
Source: Benchmark study
BENCHMARKING NEWSPAPER
CREATIVE – AN EXAMPLE
Newspaper creative benchmarking example
• This Woolworths ad was
randomly selected as part of
the Benchmark Study, which
created the newspaper
norms
• The following slides show its
performance against the
norms
Newspaper creative benchmarking example
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Source: Benchmark study
Newspaper creative benchmarking example
Brand Equity Impact (%)
Source: Benchmark study
Newspaper creative benchmarking example
Role of advertising
Source: Benchmark study
Newspaper creative benchmarking example
Creative Diagnostics
negative
positive
Has great picture of product
Catches my eye
Is a good looking ad
Headline made me want to
read more
Makes it easy to see what is
on offer
Being in newspaper helps
make ad believable
All newspaper norm
Doesnt grab my attention
Looks dull and boring
Similar to all other ads for
(category)
Is cluttered
Has too much information
Woolworths weekly specials ad
Figures show ‘describes it well’ responses
Source: Benchmark study
APPENDIX: ADS TESTED IN CREATING
THE NEWSPAPER NORMS
Appendix: Ads tested in creating the newspaper norms
Sydney 1
Appendix: Ads tested in creating the newspaper norms
Sydney 2
Appendix: Ads tested in creating the newspaper norms
Melbourne 1
Appendix: Ads tested in creating the newspaper norms
Melbourne 2
Appendix: Ads tested in creating the newspaper norms
Brisbane
Appendix: Ads tested in creating the newspaper norms
Adelaide
Appendix: Ads tested in creating the newspaper norms
Perth