Transcript Project bluesky/ readership issues

Newspaper ads that demonstrate the
strategic role of Extension
Six Strategic Roles
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There are many ways to create powerful connections with readers when you
advertiser in newspapers; whether the story you’re telling is intended to
inform, entertain, inspire, stimulate thinking, generate feelings or even change
behaviour.
These six distinct, but not mutually exclusive, strategic roles that newspapers
can play were originally identified by The Newspaper Marketing Agency in the
UK.
These roles have subsequently been validated by Ipsos Media CT and The
Newspaper Works through a combination of qualitative and quantitative
testing.
Their definitions
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Extension advertising reminds you about a brand by repeating or developing
established messages from television.
While the other five strategic roles determine the nature of creative development,
the extension role is about the use of the creative so it can apply to any of the
other five roles.
The Role Map demonstrates how consumers connect with newspaper advertising
across the six strategic roles, comparing the performance of newspaper creative
against a footprint of all ads tested, or in the case of the six roles, comparing the
performance of creative against a footprint of all ads tested.
Retail average
About the research
Phase 1
• 36 newspaper ads tested to establish All Newspaper Norm and Retail
Average footprints
– Wave 1: July-August 2008, 27 randomly selected retail ads tested
– Wave 2: October-November 2008, 9 additional hand picked retail ads tested
• Sample: Australians 16+ in five cap cities
• Total 2,475 respondents and over 7,000 ad observations
• 100+ observations for each ad tested
The Newspaper Works’ effectiveness partner:
About the research
Phase 2
• Average of 9 newspaper ads tested monthly
• Various categories accommodated
• Sample to date: Australians 16+ in Sydney (n=300 in total)
• Further samples will include other metro markets
• 100+ observations for each ad
• Conducted online by Ipsos
The Newspaper Works’ effectiveness partner:
“Reminds me of the TV advertising”
Newspapers are a powerful medium to extend a campaign’s message beyond its
primary medium, usually TV, by building on an established theme.
These advertisers have all performed very strongly in extending the life of the TV
campaigns.
All Newspaper Norm
Extension score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Both Foxtel and McDonalds have taken a strong visual element from their TV
campaign and utilised it as a central element of its newspaper advertising.
Brand characters and product presentation are typical ways to extend TV, with
strong levels of recognition and uniqueness resulting for these advertisers.
All Newspaper Norm
Extension score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
It’s also possible to extend the life of TV without using an overt creative device as
the link.
Both these ads, for AAMI and Bonds, use a similar tone of voice to extend their
brand presence beyond TV and still deliver strong ad recognition while driving
relevance and uniqueness.
All Newspaper Norm
Extension score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
The ability for newspapers to, in a sense, freeze-frame the key point or outtake
from broadcast information is a distinct advantage.
Newspaper advertising provides an opportunity to strengthen a brand’s overall
levels of ad recognition while also potentially extending the campaign message
further.
The Newspaper Works’ effectiveness case studies for NESCAFÉ Greenblend
and Jalna Yoghourt, also clearly demonstrate that newspapers are a powerful
partner for TV, not only working hard in their own right, but making TV work harder
in the process. For more information visit www.thenewspaperworks.com.au
Comments
Extension advertising tends to use devices that will reinforce
recall.
The Foxtel ‘Cable Guy’ plays a starring role in the ad in its
offer both in TV and print.
McDonalds uses the same product delivery to reinforce its
key TV.
But advertisers can also simply use a consistent tone of
voice to ensure a consistent, and enhanced, brand
presence.
While the examples presented in this report clearly demonstrate a dominant
strategic role in each case, RoleMap isn’t a compass. Newspaper advertising tends
to work across a range of roles, often feeding off each other in the process.
For example, more detail (Information) can provoke a rethink about a brand
(Re)Appraisal) which in turn creates a closer emotional connection with consumers
(Affinity).
While IKEA’s ad performs strongly as a retail ad by driving a Call to Action via its
price point, it’s also helping build the brand with its eco-credentials story and in
doing so encourage a rethink about the IKEA brand (Re)Appraisal, which in turns
builds Affinity with the brand.
Virgin Blue’s topical ad (taking on Qantas), is seen to put an important issue on the
Public Agenda, and in doing so gets consumers to rethink the Virgin Blue brand
(Re)Appraisal, also driving a Call to Action in the process.
Beaurepaires performs very strongly in the classic retail footprint, delivering
important Information when belts were being tightened (during the GFC) and in
turn effectively driving a Call to Action.
Summary
• Newspapers can be utilised across the full spectrum of strategic roles, some
of which are traditionally associated roles for newspapers, such as Call to Action
and Information roles.
• However newspaper advertisers are also increasingly recognising the role that
newspapers can play in brand building roles; such as Affinity and (Re)Appraisal.
• Furthermore newspapers are being harnessed to drive important brand issues
and causes (Public Agenda) and to extend and build on TV activity.
• In this report, advertisers have demonstrated both expected and fresh ways to
bring their communication to life while still delivering effective outcomes for their
brands.
Questions?
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For more information on this or any of the other strategic roles that can be
used in newspapers to connect powerfully with consumers, contact your sales
executive or The Newspaper Works on:
Phone: (02) 9692 6300
Fax: (02) 9692 6399
Email: [email protected]
www.thenewspaperworks.com.au