Transcript October 2011 Creative Benchmarking - Dulux

Newspaper Creative
Benchmark Report
Dulux
October 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
+
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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Noted Ad Appearance: Sunday Tasmanian, 4th Sept
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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: 119
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Test market: Melbourne
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Fieldwork: 14th-21st October 2010
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norm (see appendix for
details)
Branded Newspaper
Benchmarks
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
The ad achieves very high scores for many positive creative diagnostics including ‘Great
photo/image’ and ‘Catches my eye’. The ad’s challenge is in the clear articulation of the
message, falling behind somewhat on ‘Makes it easy to see what is on offer’.
Branding removed
Newspaper Norm
Caution: very low sample sizes for brand linkage
n=2
Significantly different to Retail
Average at 90% c.l.
Upon learning the ad was for Dulux, respondents were very
interested, however ad recognition and brand linkage was poor
which can be due to many factors such as the weight of the
campaign or the timing of research. Certainly, some verbatim
feedback was that the ad was for a TV brand.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+16
Newspaper Norm
Significantly different to Retail
Average at 90% c.l.
The ad has achieved better than average scores for generating
Familiarity & Understanding, and is seen as Appropriate. The ad
achieved significantly high scores for Differentiation vs similar brands
35% of respondents were generally correct in
their understanding of the ad’s main messages. A
further 34% mentioned paint but there was some
confusion over the role of the TV within the
image.
What did the respondents say about the
full page ad?
Is it for a TV?
I love the dog!
Dulux is a good brand
I feel grumpy about
the ad because I don't
know what it means
for a paint to have
"high resolution" and
why it is necessary for
a paint.
Having seen the ad, I'll keep
Dulux in mind for if I ever want
bright colour. It's a nice ad - eye
catching and clever. The only
issue is that people might think
it's an ad for a TV and just skim
over it unless they're actually
wanting a TV.
It makes me feel like
they have quality paint
and colours
Says a lot with few
words. The colour does
the talking.
It's interesting and eye
catching. Speaking
about paint isn't the
most exciting thing in
the world, but Dulux
tends to lighten it up a
bit
I thought it was
advertising a television!
I have seen the ad before
but it really didn't catch my
attention. I prefer the
Dulux paint ad with the big
white fluffy dogs!
Like the ad very much. The bright colour (of
course!!), just enough info. Love the dog!!
The Word Cloud
demonstrates concepts
such as ‘definition’ and
‘quality’ being articulated
within message
comprehension verbatims
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
This ad has achieved significantly high scores for Affinity ( 3.5x the norm) and
achieves excellent results for driving Reappraisal and a Call to Action.
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
% scores
Linking back to the strong Affinity scores, we see the most likely action being driven by
this ad as ‘Remember for Later’ with better than average scores achieved for ‘Buy/Try’
and ‘Visit store / Look out for’ . This is an especially good result given our sample is
broad and not restricted to those considering home improvements etc.
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Creatively, the ad is viewed in a significantly positive light, and it achieves significantly high scores
for
• Great photo/image
• Catches my eye
• Looks good
Scores for Interest were at higher than average levels, with significantly high scores achieved for
Differentiation versus similar brands.
The ad also achieved significantly high scores for driving Affinity.
The ActionMap showed a high number of respondents keen to ‘Remember for Later’ and
‘Buy/Try’ the product which is especially encouraging as the test sample was broad (P16+)
Comparison with
other ads
Targeting the ‘home improver’
October 2011
October 2009
March 2011
Three different approaches
Newspaper Norm
This ad from Freedom is as all white, as the Dulux ad is red. Using a dominant colour (or in
Freedom’s case, no colour) has helped both ads stand out to achieve strong Affinity scores.
The Ikea ad was topical in nature and helped that brand drive both Affinity and Reappraisal.
Looking good, and gaining Affinity
Affinity
Has a great
photo / image
Its not surprising to find that a compelling and well presented image, and successful Affinity
results, go hand in hand. Over the 4 years we’ve been testing ads, we’ve learned that most
people, love images of fresh and delicious looking food, as well as images of dogs! A number
of ‘opinion’ verbatims for the Dulux ad, mentioned the Dulux dog in a very positive way.
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. October 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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•
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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