December 2011

Newspaper Creative Benchmark Report David Jones

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

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

• Ad Appearance:

– Sydney Morning Herald, Wednesday November 2nd 2011

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 102

• Test market: Sydney

• Fieldwork: 2ND – 12TH December 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

• Ad Appearance:

– Sun Herald, Sunday October 23rd 2011

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 102

• Test market: Sydney

• Fieldwork: TBC December 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

Ad shown as it appeared in the Sun Herald on October 23rd, 2011

Branded Newspaper Benchmarks

Retail Averages

Overall, the ad has achieved highs scores for many positive creative diagnostics including ‘has a great photo/image’ and ‘Catches my eye’. Some respondents found the ad cluttered but this does not

necessarily indicate that the ad does not perform well against other benchmarking metrics. The ad scored below averages for ‘Makes it easy to see what is on offer’ which perhaps suggests there is an

expectation that ads from retailers almost invariably carry specific offers or sales information.

Given the visual and strategic departure from David Jones’ usual ad style, the brand linkage scores are encouraging. Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of

research.

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Significantly different to Retail Average at 90% c.l.

Branding removed

Retail Averages

The ad performs significantly well at improving familiarity/understanding of the brand and also positions the brand

as significantly different to other department storesSignificantly different to Retail Average at 90% c.l.

+13 +19

Retail Averages

42% of respondents returned very specific elements of main messaging, with a further 19% mentioning shopping in other contexts. 39% not knowing what the main message is

could have been a result of too much clutter.

What did the respondents say about the ad?

I thought that the main message got obscured with too

much writing

I love DJ's and I think their ads are well done. I don't mind Miranda

Kerr, it's good to see her on there.

It seems more refined and elegant

than other newspaper ads. It has

a feel of being the best of the best.

The David Jones ad was very real and probably for

the first time triggered me to consider shopping

at David Jones.

‘Best of the best’Service orientated

Too much info? / Or just enough

Playing to its strengths - quality and reputation but also stressing

competitiveness.

Paying too much for the same article as can be purchased in Kmart

for $10

There is just too much information for me to have any interest in reading.

The word cloud shows a strong connection to quality service

The main Role being played by this ad is one of driving brand Affinity, as well as brand Reappraisal. It also delivers well on Information and Extension. Achieving these attributes may

help differentiate David Jones, and firm up loyalty, in a competitive retail environment.

Significantly different to Retail Average at 90% c.l.

Retail Averages

The most likely action off the back of this ad is store visitation, which meets the key objectives of the advertising.

Significantly different to Retail Average at 90% c.l. % scores

Retail Averages

• This ad has achieved very strong and positive results for Creative Diagnostics, doing very well against statements such as • Has a great photo/image• Looks good

• Significant results were achieved for Affinity on RoleMap and the most likely Action off the back of the ad was ‘Visit store/look out for’

• There were mostly positive, and some negative reactions to the ad’s refinement and links back to heritage• Some verbatims expressed that this ad reinforced to them that David Jones is a store for the

‘upper class’ and they could buy cheaper elsewhere• In a comparison with Ebay, who attempted to ‘copycat’ this ad in a tactical way, it was clear that

David Jones drew stronger levels of Affinity and consumer intentions• Overall, the ad demonstrated a different approach that generated good feelings towards David

Jones which can only be a positive result in what is probably the most challenging retail environment on record.

 

 

Comparison with other ads

Snapshot of Creative Benchmarking History

September 2010September 2009 December 2011

May 2009August 2008 November 2008

Different roles

Three very different RoleMaps are generated by three very different strategies, as demonstrated by these executions from 2008, including once for the David Jones Amex.

Good feelings

The ‘It Costs No More’ ad from 2009 achieved strong RoleMap results for Extension and Affinity.It is the #1 ad we’ve tested in this category, at driving Reappraisal.

A significant ‘Promise’

The Summer ‘09 ad achieved scores equal to most Retail averages while the Summer ‘10 ad achieved somewhat disappointing results, falling below averages on Call to Action.

Comparison with Myer

All these ads were tested in December 2010

Competing brand ambassadors

Putting brand ambassadors head to head, the Myer ad has achieved strong Affinity results while also achieving the average result for Call to Action, and campaign Extension. The David Jones ad by

comparison, delivers more Information.

These Myer ads from late 2010 focused on sales offers to drive a strong Call to Action.

Brand versus sales offers

Likely to generate store traffic

‘Our Promise’ has achieved significantly high scores at this metric, comparing favourably with the most recent executions we’ve tested for Myer. The specific sales offers of Super Saturday generated a strong intention to visit the store, while the almost identical strategy of Summer

Savings, while still very high, achieved a slightly lower score.

Visit store / Look out for

Affinity Reappraisal

The ‘Our Promise’ execution is now the #1 ad we’ve tested for generating brand

Affinity in the ‘Retail-Department Store’ category, beating out Myer’s 2010

Christmas ad with Jennifer Hawkins

‘Our Promise’ is now equal #2 in it’s category for ads we’ve tested at driving brand Reappraisal. #1 is

‘It Costs No More’ from 2009 which also spoke to pricing perceptions.

Affinity and Reappraisal

Ebay’s Copycat Response

December 2011(In papers November 6tH)

December 2011(In papers November 2nd)

Nb: each ad was reviewed by a separate respondent group so the respondents are not comparing the ads side by side but offering an unbiased view.

David Jones vs. Ebay

The David Jones ad did a great job at driving brand Affinity off the back of heritage and service promises, while Ebay’s ad generated significant levels of Reappraisal. Ultimately, respondents were more likely to visit a David Jones store (exceeding Action Map averages) than ‘visit’ Ebay, or use Web Search as a result of their copy cat ad (which met, but did not exceed averages) which may indicate

respondent attachment to a well known, trusted brand.

 

 

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.1x Higher than

norm

2.9x Higher than

norm

7.8x Higher than

norm

3.8x Higher than

norm

All newspaper norm. Dec 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

• Testing of randomly selected and hand picked newspaper display ads• Over 7,000 ad observations in total• 36 test ads (27 randomly selected, 9 hand picked)• 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August and October –

November 2008• Sample size 2,475

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.

Retail average

Statements are tailored to be appropriate to the advertising category.

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.

Retail averageStatements are tailored to be appropriate to the advertising category.