Newspaper Creative Benchmark Report Subaru

March 2012

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

Toyota was included in the December 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:

• Toyota was one of three ads tested in Sydney

• Sample: Australians 16+ , n=98

• Fieldwork: 2nd – 12th December 2011

• Conducted online by Ipsos MediaCT

• Benchmarks used: • Automotive Averages

• Newspaper Norms

• Newspaper Averages ( for Action Map comparisons, data available from March 2010)

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

6

Toyota ads being benchmarked Ad benchmarked

 

 

Branded Newspaper Benchmarks

Automotive Average

Newspaper Norm

This ad has achieved excellent creative diagnostic results and is the #5 ad in our Auto database (since 2008) achieving strong results for ‘Highlights an important feature’

showing that the link between the creative and the benefit, was well made. It is also #5 for ‘Has a great photo/image’

This ad achieves a significant level of interest once branding is revealed.Significantly different to Auto Average at 90% c.l.

Branding removed+ 20

Automotive Average

Newspaper Norm

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

All Brand Equity scores are significantly above Automotive Averages. Significantly different to Auto

Average at 90% c.l.

+ 41+ 16+ 24

Automotive Average

Newspaper Norm

Newspaper Auto Diagnostics

The Subaru ad exceeds all Auto diagnostics and does so significantly against ‘Looks like a car to be proud of’ and

‘Exciting car ad’Significantly different to Retail Average at 90% c.l.

+ 18 + 13

Automotive Average

Newspaper Norm

48% of respondents played back specific elements of the messaging. This is a good result for Auto ads and a good

result for explaining a specific feature.

The majority of respondents understood that the main feature was regarding headlights and the technology

associated with them

What did the respondents say about the ad?

The headline definitely makes you want to read the text, but the text is

too dense

I like the ad, the photos have a good impact, and the brand has

gone up in my view

I think that it is clever as the headlights look like cats eyes and everyone knows that cats can see

really well. It is a great safety feature

The Subaru ad is really interesting and I definitely

have interest in it. Although the position of the ad and the size of it

might not caught people's attention.

Made Subaru feel like a safe car choice

The ad demonstrates the evolving progress of the Subaru brand, enhancing

an already strong reputation

The Subaru ad is eyecatching in a

newspaper because of the black background.

Clever/interestingGreat feature

Enhances my view of Subaru

This ad performed significantly well against Automotive Averages and Newspaper Norms for key roles Affinity and Public Agenda. This positive result indicates that the strategy adopted was successful in highlighting an important issue which in turn gave the respondents a good feeling about the brand.

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

Automotive Average

Newspaper Norm

This ActionMap is typical of that generated by the Auto category given the long term and complex nature of decision making in this category. It is very encouraging that the ‘buy/try’ score achieved, slightly exceeds averages suggesting this message resonates well with those

who have purchasing intentions.

Automotive Average

Newspaper Norm

 

 

Performance Comparisons

Previously tested Subaru

July 2010

The 2010 ad for Forrester achieved significant levels of brand Affinity (our #5 overall for Affinity for Auto ads) and delivered Information, however the latest ad tested has a somewhat stronger

performance against the newspaper RoleMap (#6 Public Agenda, #3 Reappraisal).

Automotive Average Newspaper Norm

Comparison vs the Category Leader

July 2011 December 2011

Three different messages generating three different RoleMaps

Automotive Average Newspaper Norm

The Toyota ‘Family is Fragile’ ad achieved high levels of Affinity and like the Subaru ad, drove the Public Agenda (Sitting just above Subaru at #5), using safety features as the main message.

Toyota’s Lifetime of Advantages offer is a good all round winner in respondent’s eyes.

Vs. other product benefit automotive ads

September 2009

July 2010

Subaru vs. other product benefit ads

Automotive Average Newspaper Norm

Prius’ ‘Perhaps’ has also generated a strong overall RoleMap. Mazda’s approach with ‘I in Family’ is similar to that of ‘Family is fragile’ with less impressive results on most measures.

• This ad from Subaru is a high performing ad in comparison to many other Auto ads we’ve tested

• Significantly high scores are achieved for Affinity, Reappraisal, and addressing the Public Agenda (which can aid brands in generating trust)

• The ad achieves significantly high scores for all positive creative diagnostics including ‘Has a great photo/image’ and ‘Highlights an important feature’

• Significantly high scores are achieved for 3 key brand equity metrics• Familiarity/understanding, Appropriate/relevance, and category differentiation

• The ad is highly motivating based on the response to ActionMap with significantly high numbers of respondents committing to search for more information online and ‘remember for later’ (which aids long term brand recognition)

• Importantly, significantly high numbers found the car to be ‘exciting’ and could see the car as something ‘to be proud of’

• 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 3,000 ad observations in total• 25 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, 2009

Creation of Automotive Averages

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.