Newspaper Creative Benchmark Report Flight Centre

March 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

Flight Centre was included in the March 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

• Flight Centre was one of three ads tested in Melbourne

• Sample: Australians 16+

• Sample size: 113

• Fieldwork: 16-23rd March 2011

• Conducted online by Ipsos MediaCT

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

 

 

Retail Newspaper Benchmarks

Market: MelbourneSize: FPCPosition: NewsTested: March 2011

Ad benchmarked

Like many catalogue style ads we’ve tested, people identify that it contains a lot of clutter, but this doesn’t presuppose the ad is

unattractive. In fact, scores for ‘catches my eye’, ‘looks good’ and ‘makes it easy to see whats on offer’ are within Retail Averages

Retail Averages

Newspaper Creative Diagnostics

The ad has scored very well in regards to recognition, with a high level of brand recognition likely due to a consistent

approach over time. The level of ‘interest’ generated by the ad is at the high end of Retail AveragesSignificantly different to Retail

Averages at 90% c.l.

+16

The ad has done a great job of demonstrating relevance while understanding and differentiation scores fall to the

upper end of Retail Averages

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

+11

**New measure introduced in March 2010, norms are not available

The majority of respondents understood the core message of the ad as being ‘cheap flights / holidays’

and a further 16% expanded their comprehension to support of

Queensland following the floods. Overall a very solid result.

**New measure introduced in March 2010, norms are not available

The ad has performed very well and consistently above Averages across our Six Strategic Goals. Results against Affinity (1.9X), Extension (1.8x) and Information

(1.4x) are significantly higher than Retail Averages.

Rolemap

The Information Comparison

The Flight Centre ad achieved high scores in delivery of Information. Other advertisers who’ve done well against this metric serve to demonstrate that ‘clutter’ is not always a bad thing, and that the organisation of information in an easily digestible format, is key.

The actions most likely to be generated point strongly to Websearch and Remembering for Later which is not surprising given the ad focuses on price points

for various destinations, but with limited detail. There is also strong WOM potential and opportunity to convert those intending to visit in store.

**New measure introduced in March 2010, norms are not yet available

% scores

 

 

Top Performers on Rolemap

5.6x 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. March 2011(Updated monthly)

• The ad for Flight Centre tests very well against Retail metrics, and as a ‘bonus’, delivers highs scores for Affinity and Extension.

• The ad delivers a lot of content and is recognised as ‘cluttered’ but this does not affect the ad’s performance in any negative way

• The ad is likely to send people to the Web to search for more information, which is an additional step in the Consumer’s path to purchase than in pre-internet times (when the goal may have been to send them in store, or to call). • It would be interesting to know how Flight Centre measures

where their incoming Web traffic comes from, or any lag as to inquiries in store or over the phone as a result of advertising

• Message comprehension outtakes strongly support Flight Centre’s long time positioning of delivering cheap flights and holiday deals

• 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.