Transcript www.thenewspaperworks.com.au

Newspaper Creative
Benchmark Report
Shoe Super Store
June 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
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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
Shoe Super Store was included in the June 2011 study
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:
• Shoe Super Store was one of six ads tested in Sydney
• Sample: Australians 16+
• Sample size: 110
• Fieldwork: 9 – 15 June 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: All Retail Average (see appendix for details)
Branded Newspaper
Benchmarks
Ad benchmarked
‘Clarks Range’
Market: Sydney
Size: STRIP
Position: EGN
Tested: June 2011
+13
Retail Average
*
Significantly different to Retail
Average at 90% c.l.
Whilst recognition is down on the Retail Average there is a
very positive conversion to consumer interest.
Ad Recognition and Brand Linkage can be affected by weight
of a campaign and the timing of research
Retail Average
Creative has scored in line with Retail Averages which is an excellent
result. Our Averages include creative from Australia’s biggest and
most experienced retail advertisers.
Example of verbatim opinions of the ad
include:
‘Simple, to the point’.
‘It was clear and informative.’
‘It looks very good’.
‘Makes me feel slightly more confident
that that store would have shoes for me’.
'Looks like a good, informative ad that
makes it very tempting to try it out’
100%
7%
Don't know
65%
Buy (shoes) online | (Cheap)
shoes |
28%
Large/biggest range of shoes
(online)
75%
Very high levels of message comprehension
reflect a clear piece of communication. The
‘online’ message was strongly received.
50%
Example verbatims of comprehension:
‘The ad provides ample details of the Clark shoe
brands which are available at the
Shoe Superstore.’
‘Appealing, as it tells us that good quality shoes
can be purchased at cheaper prices’.
‘Have a big range of shoes in store.’
25%
0%
Message
Comprehension
+27
+19
+17
Retail Average
Significantly different to Retail
Average at 90% c.l.
The creative delivers positively to brand equity metrics
with all 3 results delivering statistically significant scores above
Retail Averages.
Retail Average
The creative was successfully able to convey good levels of information in the strip
format. The ad also encouraged respondents to Reappraise the brand. A strong retail
performance is indicated by strong scores for Call to Action and Information.
Retail Average
24
8
13
14
22
16
The creative translates into strong retail action and a particularly strong intention
to search for this advertiser on the web. The intention to ‘Remember for later’
helps consumers generate a mental bookmark for this brand in the
future….building brand salience.
Comparison with
other advertisers
Comparison with other fashion retailers
Myer – MyDesigners
Myer – Big Brand Savings
(strip ad showing a number of products)
(Strong retail focus)
Market: Syd
Size: DPS HP
Position: EGN
Tested: Mar 2010
Market: Syd
Size: FPC
Position: EGN
Tested: May 09
Comparison with other fashion retailers
Retail Average
When compared with a Myer Fashion ad, Shoe Super Store have clearly
outperformed in terms of Information and Call to Action. This could be attributed
to a simpler message delivered with clarity. A fantastic use of a small space.
Comparison with other fashion retailers
Retail Average
Again, the creative has performed exceptionally well against
one of the big retailers offering multiple offers on a Full Page.
Top 5 scores on Call to Action
+ 2.2 x
Retail ave
+2x
+2x
Retail ave
+2x
Retail ave
+2x
Retail ave
Retail ave
Coles
Vita-Wheat
1st Choice
Harvey
Norman
+ 1.3 x
Retail ave
Retail ave
Shoe
Superstore
Coles
Shoe Superstore measured well against our Top 5 Ads of all time (Call to Action).
As expected, all creative has a strong retail message (with the exception of Vita-Wheat).
6.2x
5x
2.1x
2.9x
7.8x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. June 2011 (Updated monthly)
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We test the ads of many large, National retailers and we are delighted to find
that this ad compares very well, achieving strong scores across our three
proprietary metrics
Creative meets the norms set by Australia’s largest and most successful
advertisers and enjoys very high message comprehension results due to the
clear communication
The Role Map shows strong results across 4 out of 6 metrics including high
scores for Information, Call to Action and Reappraisal
Scores against familiarity / understanding, relevance and differentiation were all
significantly higher than norms as was interest derived from the ad
This ad is a great example of a small and relatively new advertiser, using a small
space well, and communicating clear benefits to consumers
• 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
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Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
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