Newspaper Creative Benchmark Report Shoe Super Store

June 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

Shoe Super Store was included in the June 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

• Shoe Super Store was one of six ads tested in Sydney

• Sample: Australians 16+

• Sample size: 110

• Fieldwork: 9 – 15 June 2011

• Conducted online by Ipsos MediaCT

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

 

 

Branded Newspaper Benchmarks

‘Clarks Range’Market: Sydney Size: STRIPPosition: EGNTested: June 2011

Ad benchmarked

Whilst recognition is down on the Retail Average there is a very positive conversion to consumer interest.

Ad Recognition and Brand Linkage can be affected by weight of a campaign and the timing of research

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

*

+13

Retail Average

Creative has scored in line with Retail Averages which is an excellent result. Our Averages include creative from Australia’s biggest and

most experienced retail advertisers.

Retail Average

Example of verbatim opinions of the ad include:

‘Simple, to the point’.

‘It was clear and informative.’

‘It looks very good’.

‘Makes me feel slightly more confident that that store would have shoes for me’.

'Looks like a good, informative ad that makes it very tempting to try it out’

Very high levels of message comprehension reflect a clear piece of communication. The

‘online’ message was strongly received.

Example verbatims of comprehension:

‘The ad provides ample details of the Clark shoe brands which are available at the

Shoe Superstore.’

‘Appealing, as it tells us that good quality shoes can be purchased at cheaper prices’.

‘Have a big range of shoes in store.’

The creative delivers positively to brand equity metricswith all 3 results delivering statistically significant scores above

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

+27 +19 +17

Retail Average

The creative was successfully able to convey good levels of information in the strip format. The ad also encouraged respondents to Reappraise the brand. A strong retail

performance is indicated by strong scores for Call to Action and Information.

Retail Average

The creative translates into strong retail action and a particularly strong intention to search for this advertiser on the web. The intention to ‘Remember for later’

helps consumers generate a mental bookmark for this brand in the future….building brand salience.

Retail Average

 

 

Comparison with other advertisers

Market: SydSize: DPS HPPosition: EGNTested: Mar 2010

Comparison with other fashion retailers

Myer – MyDesigners (strip ad showing a number of products)

Market: SydSize: FPCPosition: EGNTested: May 09

Myer – Big Brand Savings(Strong retail focus)

When compared with a Myer Fashion ad, Shoe Super Store have clearly outperformed in terms of Information and Call to Action. This could be attributed

to a simpler message delivered with clarity. A fantastic use of a small space.

Retail Average

Comparison with other fashion retailers

Again, the creative has performed exceptionally well against one of the big retailers offering multiple offers on a Full Page.

Retail Average

Comparison with other fashion retailers

Shoe Superstore measured well against our Top 5 Ads of all time (Call to Action). As expected, all creative has a strong retail message (with the exception of Vita-Wheat).

Top 5 scores on Call to Action

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)

• We test the ads of many large, National retailers and we are delighted to find that this ad compares very well, achieving strong scores across our three proprietary metrics

• Creative meets the norms set by Australia’s largest and most successful advertisers and enjoys very high message comprehension results due to the clear communication

• The Role Map shows strong results across 4 out of 6 metrics including high scores for Information, Call to Action and Reappraisal

• Scores against familiarity / understanding, relevance and differentiation were all significantly higher than norms as was interest derived from the ad

• This ad is a great example of a small and relatively new advertiser, using a small space well, and communicating clear benefits to consumers

• 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.