Transcript Jetstar Tasmania April 2011

Newspaper Creative
Benchmark Report
Jetstar /
Tourism Tasmania
April 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
Jetstar was included in the April 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:
• Jetstar was one of five ads tested in Sydney
• Sample: Australians 16+
• Sample size: 117
• Fieldwork: 14–19 April 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
Branded Newspaper
Benchmarks
Ads benchmarked
“Launceston $99”
Market: Sydney
Size: BS
Position: Travel
Placed: April 2011
+23
*
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Significantly different to
Newspaper Norms at 90% c.l.
There is a strong level of brand linkage and a significant level of interest
shown by respondents to the ad.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Newspaper Norm
The ad demonstrates strong visual appeal and
exceeds most positive metrics.
68% of respondents were generally correct in
identifying the key messages in the ad
Example verbatims from comprehension included:
“Cheap price and I have always wanted to visit Tassie”
“$99 fares to Launceston”
“It shows the natural beauty of Tasmania, while linking
it to another advertisement. This is very effective.”
“Launceston is an amazing place…leaves you lost for
words”
Respondents were mostly very clear on the purpose of the ad. Example verbatims of their
opinion of the ad included:
‘Scenic and pretty’,
‘I like it. It creates a sense of calm.’
‘Great photo of scenery. Image makes me want to go to Tasmania’
+15
Significantly different to
Newspaper Norms at 90% c.l.
+17
+20
The ad performed significantly well against all three equity driving
measures, seen as helping familiarity, relevance and differentiation.
The ad has performed very well both as a brand message and a retail
driver. Arrows denote scores significantly higher than Norms.
% scores
The most likely action coming from the ad is ‘remember for later’
(which helps ad Launceston to the consideration list) as well as
being a strong word of mouth driver. The ad is also likely to
generate websearch.
Comparing to a similar offer, different approach
Market: Brisbane
Size: Strip
Position: EGN
Tested: Aug 2008
Newspaper Norm
The contrast in Role Maps shows how a striking visual image can elevate a price
pointed ad to drive affinity as well as call to action
Respondents agree:
“This ad made Jetstar seem different to other
Tourism advertisers”
+17
Significantly
different to
Newspaper Norms
at 90% c.l.
+20
It also helped to differentiate Jetstar more than previous ads tested.
Top Performers on
Rolemap
This ad achieved significantly high scores versus
Newspaper Norms for the following strategic roles
Role
Newspaper
Norm
Jetstar
Highest Scores
to Date in
Database
8
27
40
10
42
51
17
32
49
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)
• The combination of a great image and a strong offer, has worked very
well for Jetstar with the Launceston ad, generating high levels of
Affinity, Reappraisal and Call to Action
• The ad helped position Jetstar as both relevant and different and
generated strong intentions to ‘remember for later’ which is typical of
Tourism destination marketing
• Of the Jetstar ads we’ve tested since 2008, this one has garnered the
highest levels of Interest
• This is a great example of an airline carrier working hand in glove with
a tourism destination to generate a strong reader response
• 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