Transcript ad delivers to the Public Agenda, Reappraisal and Information.

Newspaper Creative
Benchmark Report
Qantas
September 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
Optus was included in the August 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:
• Qantas were two of six ads tested in Sydney (one each, in groups of three)
• Sample: Australians 16+
• Sample size: a) 105 b) 109
• Fieldwork: 8th-15th September 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Newspaper Norm(see appendix for details)
Branded Newspaper
Benchmarks
Ads benchmarked
Size: FPC
Position: Page 8
Appearance date: 20/8/11
Publication: Sydney Morning Herald
Size: FPC
Position: Page 4
Appearance date: 25/8/11
Publication: Sydney Morning Herald
Newspaper Norm
The ‘Spirit’ ad is obviously seen as the more appealing creative as we’d expect with
interesting photography versus a copy heavy piece. An ad seen as ‘cluttered’ is not
necessarily unsuccessful in communicating important information if it is organised well
and delivers to a strong creative idea.
Ads shown without branding
Newspaper Norm
Spirit : n=13
Stronger : n=12
Results on Top Line measures are within tolerance for Norms for
both pieces of advertising.
Significantly different to Retail
Average at 90% c.l.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
Newspaper Norm
Significantly different to Retail
Average at 90% c.l.
Both ads achieved brand equity scores within tolerance for
Norms, with the ‘Stronger’ ad achieving significantly high scores
at delivering understanding.
44% of respondents were generally correct in
understanding key messages. 25% made
references to copy or concepts that related to
‘friendship’ or ‘partnership’ but really didn’t
explain the advertising in relation to Qantas or
any other airlines brand. The number claiming
‘don’t know’ is disappointing.
What did the respondents say about the
‘Spirit’ ad?
Positive image associations
Cute / different
Partnership with whom?
It was cute and made
the airline seem more
real.
The photo looks great
but doesn't seem to
relate to the
information.
It is a very warm ad.
The ad was a good one. But I am
sceptical of its motives, given the
current controversy over
forthcoming reorganisation. It
stands out from other
newspaper ads very well.
I felt that it was lacking clarity, Just a
plane in the background high in the
sky would have made a huge
difference.
they say they are joining
forces...but with whom? it
seems a bit half
ended....not telling the full
story
It is a little ambiguous when you first look at
it. But it has friendly connotations with the
children playing and conveys a positive
feeling towards the business partnership.
The Word Cloud
reflects a fairly
straightforward
understanding of the
concepts being
communicated in the
‘Spirit’ execution
30% of respondents were generally correct in
identifying key messages in the ad. A further 28%
made more generic connections to ‘growth’ or union
disputes without relating it back to Qantas or any
other airline. The amount of ‘don’t know’ responses is
disappointingly high and verbatims suggest a
reticence to engage with the copy.
Find out more on long copy ads that work well at:
http://www.thenewspaperworks.com.au/go/news/re
search-into-long-copy
What did the respondents say about the
‘Stronger’ ad?
The ad was a plea to
get people back flying
on Qantas, after some
bad things in the press
lately.
Respondents highly informed about issues
and clearly taking sides
Cluttered, but lots of information
The ad was not so much an ad
as Qantas' version of the big
news story. It looked as though
Qantas was having trouble
getting its side of the story
across in the main coverage
and so was prepared to commit
serious money to communicate
via a paid ad.
As a loyal customer of Qantas I do
want to know what is happening so
would like them to make an ad that is
in simple English for people like me to
understand.
Too cluttered and
confusing.
It was well written and
explained the reasons for
the necessary changes.
boring, too cluttered,
overwhelming
It's not really a travel ad, like you see for
other airlines. I don't like that it tries to
blame things on the unions. There's a lot of
other causes to Qantas' problems.
The Word Cloud reflects a
complicated and multifacted understanding of
the concepts in the ad,
with no one clear
message coming through,
however this probably
accurately reflects the
purpose of the ad which
is to deliver a lot of
complex information
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
RoleMap successfully demonstrates the two very different roles of the ads and
perception of those by newspaper readers. As expected, the ‘Spirit’ execution achieved
significantly high scores on driving Affinity, while the ‘Stronger’ ad delivers to the Public
Agenda, Reappraisal and Information.
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
% scores
Interesting that while the RoleMap results are very different for each ad, the
ActionMap results take almost the same shape, with the most likely from
both ads being ‘Remember for Later’ and Web Search
Comparison with
other ads
Comparing ‘Spirit’ to other Airline ads we’ve
tested that perform well on Affinity
September 2011
September 2009
November 2008
A single focus versus many roles
Newspaper Norm
Both Jetstar and the A380 ads deliver Information well, which helps drive Affinity and a
concurrent Call to Action. The ‘Spirit’ execution is the strongest performing ad we’ve tested
(in the Airline category) at driving Affinity and it is much more focused on this as it’s role
versus other airline ads we’ve tested since 2008.
Comparing ‘Stronger’ to other Airline ads
we’ve tested on delivering Information and
driving Reappraisal
September 2011
July 2009
May 2010
A good offer overcomes many barriers
Newspaper Norm
Of these three ads, Air NZ are the most successful at using an eyecatching headline, to drive
Reappraisal and Call to Action. Despite being very visual, they are the highest ad we’ve tested in
this category, in delivery of Information. The Virgin Blue ad from July ‘09 uses an appeal to the
Public Agenda to drive Reappraisal and a Call to Action.
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. September 2011 (Updated monthly)
•
•
•
Obviously these two ads for Qantas are not directly comparable as they serve
two very distinct communication needs and both are successful in different
ways.
The ‘Spirit’ ad is seen as a visually pleasing piece of communication, scoring well
on creative diagnostics such as ‘Has a great image’, ‘Catches my eye’ and ‘Looks
good’ and this is reflected in research verbatims
• This ad achieves strong scores for Affinity however some comments
indicated confusion over key messages
• Because the ad is one component of a multi-tiered strategy, it struggles to
stand alone in testing.
Conversely, the ‘Stronger’ ad is perceived to be cluttered and looking a little dull
• However, this ad scores high numbers for Reappraisal, Information and
speaking to the Public Agenda
• Of those respondents who understood the key messages within the ad,
research verbatims demonstrated a high degree of understanding around
key issues…and for them, the level of information provided, was a good
thing
• 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