Transcript March 2012 Creative Benchmarking - MLA

Newspaper Creative
Benchmark Report
MLA
March 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: 103
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Test market: Sydney
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Fieldwork: 9th-19th March 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 meets or exceeds all positive creative diagnostics, especially ‘Looks good’
Branding removed
Newspaper Norm
Brand linkage n= 8
Significantly
different to
Newspaper
Norm at 90%
c.l.
The results for brand linkage are common for what is an ad from an
industry organisation. Interest is high versus Newspaper Norms.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
+23
+12
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This ad achieves scores that are significantly high versus Newspaper Norms across
three important brand equity statements. The ad is deemed to be helping
understanding, to be relevant and differentiating.
51% of respondents were generally
correct in identifying the standards
initiative. Most were able to link the
message to encouragement to eat
beef.
What did the respondents think about the
link between the ad and Valentine’s Day?
The beef ad is to the
point. Asking customers
to choose the right
quality and healthy beef
to consume. Symbol of
MSA creates trust.
This is about meat in supermarkets?
Good information without the hard sell
It seems to promote
sales by supermarkets.
While I try to purchase
meat from the local
butcher
Not very exciting, doesn't tell me
anything about how the animal
was raised, how it was fed etc
which is much more important to
me than subjective "juiciness" of
the meat
It made me look
because I thought it
was a supermarket ad
I will perhaps look for
the MSA sign on the
packaging.
It told me something I didn't know
without really trying to sell me the
product, which I like
Gives me a good guide
when buying beef
The word cloud shows a strong link to a ‘quality of beef’ message
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This is a high performing ad, achieving significantly high scores on our Role Map for
driving Affinity, generating Reappraisal, and addressing the Public Agenda
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
The high performance of this ad follows through to likely actions, with a strong indication of
purchase intention (“Buy/Try product”, “Visit store”) and many respondents committing to
“Remember for later”.
Comparison with
other ads
Previously Benchmarked for MLA
Tested: Jun 2010
Tested: Jun 2010
Tested: Aug 09
MLA is a high performance newspaper
advertiser
MLA rarely misses the mark in developing creative that resonates strongly with respondents. The
work generally encourages strong Affinity, Reappraisal and Call to Action, and often helps develop
the Public Agenda
Comparison with other food industry
organisations
Tested: Dec 2011
Tested: Oct 2009
Respondents like hearing from ‘the industry’
These RoleMaps demonstrate that respondents care very much about the messages coming from
these organisations. They find them to be important issues (Public Agenda), driving Affinity and
Reappraisal, as well as linking to Call to Action behaviour.
Best in show: meat as the hero
Tested: Sept 2010
Tested: Feb 2012
Image is everything
Vs Retail
Averages
Respondents loved the ‘Shanks’ ad from Masterfoods as it demonstrated an easy way to get a
good looking and delicious meal. The Coles ‘Grill’ ad linked well to their TV presence but in
verbatims, respondents told us they found the images less than appealing (thinking the meat
looked dry and overcooked).
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Testing determined that this ad from MSA is a high performing and strong piece of
communication
The creative was received positively by respondents, achieving strong scores for
diagnostics ‘Looks Good’
The ad achieved strong scores against all 6 RoleMap roles but especially for driving
Affinity, Reappraisal and addressing the Public Agenda.
Respondents found the ad to be increasing their understanding of the issue, highly
appropriate and differentiating for the category
As a result there was a very strong purchase intention demonstrated via ActionMap
For future advertising, it may be worth consideration of being more overt on where the
standards apply i.e. to both supermarkets and butchers etc. to avoid the perception this is
a supermarket only initiative
This ad demonstrates a strong example of ‘industry’ advertising with a consumer benefit
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 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