Transcript Slide 1

Newspaper Creative
Benchmark Report
Sun Rice
February 2012
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
+
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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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 108
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Test market: Melbourne
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Fieldwork: 5th-12th February 2012
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
The ad performs better than Norms against many positive statements including “Has a great
photo/image” and “Looks good”. It also achieves a high score for “Has too much information”
however it does not necessarily follow that the ad does not meet it’s communication objectives.
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Ad recognition and brand linkage are not incongruent with the
results from a new campaign or irregular advertiser within
newspapers. The ad generates interest above Newspaper Norms.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad performs significantly above Newspaper Norms against three key brand
metrics. It is seen as highly relevant and different to other brands in the category.
83% of respondents were able to
feedback specific elements of the
messaging with 42% generally correct
in many aspects of message
comprehension (the bottom two
categories)
What did the respondents say about the ad?
Tailoring the ad to the
health and wellbeing
articles on the page
seems like advertising
being made in to news.
Different to expectations
Healthy and fresh
Offers ideas/solutions
I like the ad because it
shows nice looking food
that is also healthy, and
informative. Most other
ads I've seen aren't as
informative or
descriptive.
healthy and fresh
As I am a real "foodie", I
really looked at and
enjoyed reading this ad - I
generally take little notice
of ads.
I don't like rice cakes so
was not interested
I think it is a very good ad,
showing what you can ad to
the rice cakes to make a very
tasty and healty light meal or
snack
It's a good idea putting the sandwich ideas in
the ad, makes you want to try it more,
something different.
The word cloud shows the
most common language
associated with the ad
plays back key messages
very strongly.
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This is a high performing ad, achieving significantly high results versus Newspaper
Norms for driving Affinity, generating Reappraisal and encouraging a Call to Action
Newspaper Average
Significantly different to
Newspaper Norm at 90% c.l.
This ad significantly drives three key ‘actions’ that lead directly to purchase intention and long
term brand awareness.
Comparison with
other ads
Comparitive ads
February 2012
May 2010
November 2011
Food performs well in newspapers
The Vita Weat ad comparing their lack of flavour enhancers versus a competitive brand performs
well against all Role Map measures, while the Praise recipe ad helped them gain Affinity,
Reappraisal and Call to Action
The ‘”light” message
February 2012
February 2012
March 2011
‘Light’ and practical is a winning message
Comparing the strategy of the Sunrice ad to those of Diet Coke and Special K, we see a much
stronger result for Sunrice in respect to Brand metrics and Call to Action. This may be due to the
useful information Sunrice provides in terms of a healthy lunch, more than the depiction of an
image some readers may find an unrealistic goal.
Our FMCG Top Ten* : Reappraisal
“This ad encourages me to think differently about the brand”
* Across 68 ads tested from 2008 to Feb 2012
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This is a good example of a food advertiser using a practical application of the product to
drive renewed product consideration and trial
The ad positions the product as relevant and different versus competitors and drives a
strong call to action
Message comprehension was clear, and off the back of the ad, purchase intentions were
significantly above Newspaper Averages
We would consider this ad to be amongst our ‘high performers’ and it sits within our Top
Ten for FMCG products driving brand reappraisal as a result of their Newspaper
advertising strategy.
Food is a growing category for newspaper advertising and we are seeing more and more
food advertisers setting the bar for effective newspaper communication.
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. February 2012 (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