newspaper creative benchmark report ge july 2011
TRANSCRIPT
Newspaper Creative Benchmark Report GE
July 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
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
Branded Newspaper Benchmarks
Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated
Chevron Santos Shell
GE Australian Mining
• GE was one of eight ads tested in Sydney
• Sample: Australians 16+
• Sample size: 111
• Fieldwork: 20 – 26 July 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: All Newspaper Norms (see appendix for details)
‘Two Letters’Market: Sydney
Size: DPSPosition: EGN
Good levels of recognition. Ad generated above average scores on Interest. Ad Recognition and Brand Linkage can be affected by weight
of campaign and timing of research. Some respondents felt the ad had something to do with Government or possibly Energy Australia.
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.
*Newspaper Norm
+22
All branding removed
Creative scored significantly well above averages on all three equity measures.
Newspaper Norm
+21+18 +24
Significantly different to Newspaper Norms at 90% c.l.
Newspaper Norm
Significantly different to Newspaper Norms at 90% c.l.
Results for Creative Diagnostics are very positive with some significantly high results for ‘Looks Good’ and
‘Has great photo / image’
57% of respondents were generally correct in their understanding of key messages and a
further 25% had a basic understanding. Compared to some other ads in this category, (which tends towards complex messaging),
a score of 18% for ‘don’t know’ is a relatively good result.
13%
44%
25%
18%
0%
25%
50%
75%
100%
Message Comprehension
Don't know
Other wind power/energy mentions | Clean/ green/ renewable energy mentions
Better/ more wind power for the future | Applying technology for wind power
(Saving) energy mentions | Other
What did the respondents say about the ad?
Nice image, makes me feel good.
It is very relevant at this time.
Looks interesting. Makes me want to read the
details on the Ad.
‘A message that addresses the
future of power generation.
They are progressing with energy processes
we need.
It feels optimistic.
Thinking outside the square for wind power.
Eye-catching image. Relevant and thought-provoking.
Forward thinking.
As expected, the ad speaks to the Public Agenda. This ad also delivers well on providing Information and a Call to Action, with
significantly high scores for Affinity and Reappraisal.
Newspaper Norm
Significantly different to Newspaper Norms at 90% c.l.
Comparison of Key Benchmarking Metrics
Reappraisal : This ad encourages me to think differently about the advertiser
All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack.
Newspaper Norms
Affinity : This ad gives me a good feeling about the advertiser
Affinity scores were generally high across the board with GE achieving very high and significant scores.
Newspaper Norms
Comparative Engagement Metrics
For people like me
GE was chosen as the ad that had the most to say, relevant to
respondents.
The Australian Mining ad was considered to be the most ‘WOM’
worthy.
Likely to get people talking
Comparative Engagement Metrics
Provides Important Information
The GE ad achieved much higher scores for being ‘Attention
Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were
broken space.
The Shell ad was perceived to be providing important information.
Verbatims reflected a Reappraisal of Shell as a result of new information.
Attention Grabbing
Comparative Engagement Metrics
Convincing
Believable
Upon being presented with the ads in the controlled research
environment, respondents found the Australian Mining ads to be the
most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to
respondents lacking familiarity with the advertiser or the complexity of
the issues being presented.
• All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal
• As we would expect, they also spoke strongly to the Public Agenda• The ad for GE was arguably the most overall successful ad of the 5 we tested within the
Resources category• Achieving the highest scores for Affinity and Reappraisal amongst the cohort
• The ad worked well to position GE as interesting and different, and achieved excellent scores on most positive creative diagnostics; the imagery used was highly appealing to respondents.
• The ad achieved high scores for being Attention Grabbing and For People Like Me, and the likeability of the ad is reflected in verbatims with many respondents mentioning the feel good aspects of the advertising
• As a result of the positive outtakes, the ad achieved relatively good scores for being ‘Convincing’ and ‘Believable’ with high levels of message comprehension reflecting a well thought through messaging strategy, working well.
Comments
• 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
• 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.
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.