Transcript November 2011 Creative Benchmarking - Purina

Newspaper Creative
Benchmark Report
Purina
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;
•
To measure and identify the effectiveness of newspaper creative
•
To help improve understanding of how to use newspapers effectively
•
To improve the understanding of the roles newspaper advertising can play
•
To improve the standard of newspaper creative
•
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:
•
Ad Appearance:
–
Courier Mail, 28th October 2011 (page 33)
•
This ad was one of three shown to respondents
•
Sample: Australians 16+
•
Sample size: 105
•
Test market: Brisbane
•
Fieldwork: 10th-17th November 2010
•
Conducted online by Ipsos MediaCT
•
Benchmarks used: Newspaper Norms (see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
This ad performs well against all positive metrics and especially for ‘Great photo/image’, ‘Catches my
eye’ and ‘looks good’. We have often found that respondents enjoy images of dogs.
Branding removed
Newspaper Norm
Brand linkage n= 9
Significantly
different to
Newspaper
Norm at 90%
c.l.
Brand linkage and ad recognition can be affected by the weight of a
campaign and the timing of research. In this case we see a strong
level of interest, despite respondents not being familiar with the ad.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+11
Significantly
different to
Newspaper
Norm at 90%
c.l.
+15
The ad tested significantly well at improving familiarity/understanding and they
saw significant differentiation between this ad and other ads from dog food
brands.
53% of respondents were generally correct
in main message comprehension while a
further 29% mentioned aspects relating to
the dog food category.
What did the respondents say about the ad?
Cute dog
Makes me feel good about Purina
Good ad, but I don’t have a dog (c. 20%)
Good eye grabbing add,
but I don't have a dog
I used to use Purina
when we had a pet so
feel pretty good about
the brand.
I love the dogs, because
they have character and
make Purina seem
friendly
I think that the ad was good. We
don't own a dog, so I am not
really interested in this product
at all.
There seems to be a lot of
variety in their products
and they seem to be
different to what other
brands offer.
The pug in the add is
very cute and catches
my attention. Very
unique from other ads.
The breed of dog was perfect for the ad, it
has eyes that make you want to buy the best
for your own dog
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad achieved significantly high scores for driving brand Affinity and strong results for
the delivery of Information. We’ve found that the response to pet food advertising is very
dependent on pet ownership, so these results are very strong on a relative basis.
Newspaper Average
Significantly
different to
Newspaper
Norm at 90%
c.l.
% scores
The ActionMap results probably reflect that a good proportion of our broad respondent sample,
are not dog owners therefore don’t have an immediate action in relation to the ad. Despite this
the response for ‘Buy/Try’ is better than average.
•
•
•
•
This ad has achieved very high scores for positive creative attributes especially
• Great photo/image
• Looks Good
• Catches my eye
The ad achieved significant scores for improving familiarity/understanding, and for differentiating
from other pet care brands.
It achieves significantly high scores for Affinity, which is typical of most pet care ads….people like
dogs!
ActionMap scores are within tolerances for a high ‘average’
• Important to remember our sample is a broad representation of readers, and are not
filtered by pet ownership. Its reasonable to assume that dog owners would skew even
higher in their positive response to the ad.
Comparison with
other ads
How PetCare uses Newspapers
Emotional
Cute and eye catching imagery
May 2011
June 2010
July 2009
Rational
Cause related / promotional
November 2009
August 2010
A strong image helps brand affinity
In these three examples we see the RoleMap skewing to strong results for Affinity and Information.
Both Whiskas and My Dog had corresponding TV campaigns, reflected by strong results for Extension.
Cause related or promotional ads can increase
brand relevance beyond pet owners
If the goal is to generate a long term strategy of Affinity and brand recognition, broad promotional
strategies work well for the Pet Care category, which otherwise is only relevant to pet owners. It
may be worthwhile targeting a broader target via a strategy such as these, to gain recognition
from those who might one day consider owning a pet.
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
•
•
•
•
•
•
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