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

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

• 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

“Launceston $99”Market: SydneySize: BSPosition: TravelPlaced: April 2011

Ads benchmarked

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

*

Significantly different to Newspaper Norms at 90% c.l.

+23

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

The ad demonstrates strong visual appeal and exceeds most positive metrics.

Newspaper Norm

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’

The ad performed significantly well against all three equity driving measures, seen as helping familiarity, relevance and differentiation.

Significantly different to Newspaper Norms at 90% c.l.

+15 +17 +20

The ad has performed very well both as a brand message and a retail driver. Arrows denote scores significantly higher than Norms.

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.

% scores

Comparing to a similar offer, different approach

Market: BrisbaneSize: StripPosition: EGNTested: Aug 2008

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

Newspaper Norm

Respondents agree:“This ad made Jetstar seem different to other Tourism advertisers”

It also helped to differentiate Jetstar more than previous ads tested.

Significantly different to Newspaper Norms at 90% c.l.

+17 +20

 

 

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 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. 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

• 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.