Transcript Slide 1

Newspaper Creative
Benchmark Report
Praise
November 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;
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To measure and identify the effectiveness of newspaper creative
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To help improve understanding of how to use newspapers effectively
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To improve the understanding of the roles newspaper advertising can play
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To improve the standard of newspaper creative
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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
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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:
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Ad Appearance:
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Daily Telegraph, Tuesday October 4th 2011
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Within the ‘Taste’ Liftout section
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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 100
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Test market: Brisbane
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Fieldwork: 10th-17th November 2010
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms (see appendix for details)
Ad shown as it appeared alongside editorial in
Daily Telegraph on October 4th, 2011
Branded Newspaper
Benchmarks
Newspaper Norm
This ad performs very well on positive creative diagnostics, especially in regards to
imagery…it ‘looks good’!
Branding removed
Newspaper Norm
Brand linkage n= 6
Significantly
different to
Newspaper
Norm at 90%
c.l.
Brand linkage and ad recognition can be affected by the weight of
the campaign or the timing of the research. The low scores for these
measures did not lessen interest, which achieved a score above the
Newspaper Norm
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+16
+13
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad achieved significantly high scores against the Newspaper Norm for
improving Familiarity/Understanding and Appropriateness/Relevance. The score
for differentiation was also higher than Norms.
40% of respondents
returned very specific
elements of main
messaging, with a further
45% mentioning recipes in
other contexts.
What did the respondents say about the ad?
Recipe is useful / appealing
Fresh and colourful
More likely to try Praise
It is a very appealing ad
with natural colours
and is inviting to the
viewer. The recipe is
easy.
I find it eye catching and fresh
(using the colour green)and i
would expect it to jump out at
me in a newspaper. It gives a
simple recipe and makes us look
out for praise products the next
time we go to the supermarket.
I didn't notice it was an
advertisement for
Praise as I was just
interested in the
recipe.
It gives me a recipe to
try out. The recipe looks
nice so I will probably
buy the product to try it
out.
Makes me hungry, the
food photography looks
great, very fresh and
healthy
It is well-presented. I can
understand that some
people might find it
cluttered, but there is a lot
to say and demonstrate
about the brand
I like when food products have a recipe as
the ad as it gives me a tempting reason to try
it. the green stands out and makes it look
'more fresh'
The word cloud shows a strong connection to the recipe
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This is a high performing ad, achieving significantly high scores for 3 out of 6 key roles
of newspaper advertising. The ad drives Affinity and brand Reappraisal, and a strong
Call to Action.
Newspaper Average
Significantly different to
Newspaper Norm at 90% c.l.
% scores
This ad has performed well above Action Map Newspaper Averages for ‘Buy/Try’ and ‘Visit Store’,
all good signs of intention to purchase. The strong result for ‘Cut out and keep’ shows an
appreciation for the functional nature of the ad.
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This ad has achieved very strong and positive results for Creative Diagnostics, doing very well
against statements such as
• Has a great photo/image
• Looks good
Significant results were achieved for 3 out of 6 RoleMap definitions
• Affinity
• Reappraisal
• Call to Action
The performance of the ad was strengthened by strong results on ActionMap, achieving scores
significantly over the average for
• Buy/Try
• Visit Store/Look Out For
• Cut out and keep
Overall, the recipe strategy has achieved excellent results for Praise, and this is reflected in the
positive verbatims and message comprehension
A good example of a food product demonstrating relevance and extending usage opportunities.
Comparison with
other ads
‘Real food’
September 2010
September 2011
November 2011
Imagery and believable claims drive Affinity
The three examples shown here all use product ‘beauty shots’ to help drive brand Affinity and
Reappraisal on usage. Each delivers a corresponding Call to Action.
Food delivering on Call to Action
May 2009
November 2011
May 2010
Make it useful and family friendly information
to drive Action
The Coles ‘Feed Your Family’ DPS from 2009 is one of our all time highest performing (as tested) as
it delivers a lot of information, but all of it relevant and useful to readers. The Masterfoods
‘Spaghetti’ ad appeals to families wanting simple meal solutions.
Cut out and keep
In this day of digital ‘bookmarking’ it’s encouraging to see that this ad is our second highest ad to
achieve the intention to ‘cut out and keep’. This measure has been tested since March 2010.
Top Performers on
Rolemap
6.2x
5x
2.4x
2.9x
8.0x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. November 2011 (Updated monthly)
• 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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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