July 2011

Newspaper Creative Benchmark Report ‘Bread Wars’

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

Coles was included in the July 2011 study

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

 

 

Let’s look at the Coles ad first

Because we all buy breadMarket: SydneySize: FPCPosition: NewsTested: July 2011

Ad benchmarked

• Coles was one of nine ads tested in Sydney

• Sample: Australians 16+

• Sample size: 111

• Fieldwork: 20-26th July 2011

• Conducted online by Ipsos MediaCT

• Benchmarks used: Retail Average (see appendix for details)

Retail Averages

The creative diagnostics results paint an overwhelmingly positive picture, with the ad doing well on presented a strong offer, in a clear manner. This ad jumps to #1 ranking within our Supermarket category database for ‘Makes it easy to see what is on offer’

The ad performs significantly well against all three top line measures with strong recognition and interest

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.

Retail Averages

+40

+29+24

Branding removed

The ad performs significantly well against all three key brand equity measures.Significantly different to Retail

Average at 90% c.l.

Retail Averages

+15 +19 +18

Overall message comprehension is about as good as it gets with 97% of respondents

generally correct about the main message of the advertising

What did the respondents say about the ad?

Simple, makes its point, not trying too

hard

Well it's only Homebrand bread and that doesn't interest me. I don't rate home bread that highly so the use of

the word quality is lost on me

It shows that Coles are doing something

about pricing

Good specials make you want to go back to

the store for more

Simple and positiveHelping the consumerDriving down prices

In the case of Coles, it is easier to remember its ads after it uses

‘down down’ red hand

Its positive news for households trying to pay

for groceries but I do wonder what the impact is

to Coles suppliers Compared to other ads, the Coles ad is much

more eye catching and this is perhaps due to the

red hand pointing downwards.

Significantly high scores have been achieved on 4 out of 6 of the key strategic roles. Respondents clearly link the ad back to the Coles’ TV campaign, and have

responded with strong retail intentions

Retail Averages

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

As expected, the ad generates a significantly strong call to action with strong retail intentions.

% scores

Retail Averages

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

 

 

Comparison with Woolworths

Take a slice off your grocery billMarket: SydneySize: FPCPosition: NewsTested: July 2011

In direct competition

Retail Averages

The creative diagnostics results paint an overwhelmingly positive picture, with the ad doing well - presenting a strong offer, in a clear manner. The ad is highly attention

grabbing and it’s hard to see how the message could be any more clear

The ad scores significantly high results in both recognition and interest. Brand linkage performs above averages. Interesting to note that most of the remaining 30% of respondents nominated

Coles as the likely brand.

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.

Retail Averages

+20 +24

Branding removed

The ad did well to increase familiarity / understanding and achieved strong relevance, while scores for differentiation was above average.Significantly different to Retail

Average at 90% c.l.

Retail Averages

+14 +19

Very strong message comprehension with 94% generally correct with understanding the main message of the ad. What hasn’t come up, is the

word ‘fresh’ which traditionally is closely associated with Woollies produce ads.

What did the respondents say about the ad?

Eye catching and simple, the kind of ad I like. It gets to the point

quickly

Similar to other ads from Supermarkets

It's the same as what Coles offer

Simple ad competing against similar ads by its

competitors

Simple and clearCompeting with Coles…’me too’

Questions about quality

I had not seen it before but it reminded me of Coles who also have

1 dollar loaf on sale

It looks cheap and then makes you think the bread is

of poor quality

Cheap white bread doesn't interest me, whether it's

from Woolworths or Coles. I go for more nutritious

bread with quality ingredients

Both ‘$1 Bread’ ads follow a similar Role Map pattern and both perform very well. Clearly though, reactions to the Coles’ ad, are stronger, possibly benefitting from a strong TV campaign (‘down down’)

and the use of the highly recognisable ‘red hand’

Retail Averages

While the ads achieve very different scores in some areas, the overall Action Map results are much the same with negligible differences. Strong results for both.

% scores

Retail Averages

• We tested the $1 Bread ads for both Woolworths and Coles, to see if respondents were influenced differently by what is essentially the same message

• There was a clear relationship to the Coles ‘Down Down’ TV campaign, which helped this ad make a strong impact on key measures, and drive a strong Call to Action

• Respondents appreciated the simplicity of the message and many interpreted Coles as presenting important information to the Public Agenda, reflecting the need to address family pressures over the increasing price of groceries• Interestingly, Coles was seen as the leader of this issue, whilst the ad from Woolworths was

seen more as jumping on the bandwagon• Most respondents were very positive about the ‘Down Down’ campaign in general• Both ads are high performing ads based on our Creative Benchmarking results, however this test

gives the edge to Coles in delivering the $1 Bread offer to market in the most complete and compelling way possible

• 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.