Newspaper Creative Benchmark Report Toyota

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

Toyota was included in the July 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 two of three ads tested in Sydney

• Sample: Australians 16+

• Fieldwork: 20-26th July 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 Ads benchmarked

Ads in situ

 

 

Branded Newspaper Benchmarks

Ad recognition was on par with averages while interest for the Lifetime Advantages execution exceeded averages by a significant margin.

The low brand linkage for ‘Advantages’ probably reflects a very small sample and the unique nature of the message. A number of respondents suggested it

was a ‘VW’ ad.

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

*Automotive Average

Newspaper Norm

+14

*nb: brand linkage samples very lowLifetime : n=11Event : n=14

The Lifetime Advantages execution achieved significantly high scores for 3 key brand metrics while the Mid Year Event ad

scored very close to averages on all three metrics.Significantly different to Auto Average at 90% c.l.

+16 +17 +11

Automotive Average

Newspaper Norm

Although ‘Advantages’ is not a stand-out it is important that its strongest rating ‘highlights an important feature’. Although ‘Mid Year Event’ is similar to all other ads,

importantly it ‘makes it easy to see what’s on offer’, which is a requirement for effective retail ads.

Automotive Average

Newspaper Norm

Newspaper Auto Diagnostics

Automotive Average

Both ads perform well against averages across the four measures. The Lifetime Advantages ad scored significantly

well for ‘Looks like a car to be proud of’ and importantly, both executions score significantly well for ‘Can see myself driving’.Significantly different to Retail

Average at 90% c.l.

+15 +13 +12

39% of respondents were generally correct with their comprehension of the main messages. ‘Don’t know’ is

higher than we would generally expect, possibly because readers expect to see prices in this type of

ad.

What did the respondents say about the ad?

I think it answers all questions you usually think about when buying a new

car

Conveys all the advantages that you get as a Toyota vehicle owner in a nice looking display

It was unclear at first that the two sides belong together in one ad. I

thought initially they were two different ads

Gives a clear message. Toyota is already a leader

and the ad helps drive home the point

Bright colours of the cars appeal to me in amongst all the black

& white

What happened to the 'oh what a feeling' fun

ads?

It looks a lot more slick than what I would’ve expected the Toyota

brand to have

Shows leadershipAnswers questions

Appealing & high quality

The Lifetime Advantage ad achieved significantly high scores for delivering to the roles of Affinity, Information and Call to Action…making it one of the best performing Auto ads we’ve tested since 2008

Automotive Average

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

Newspaper Norm

51% of respondents were generally correct with their comprehension of the main messages and 82% knew it

related to selling cars, reflecting a clear piece of communication

Car ads are fairly routine no matter how many bells and

whistles you put on it. It gives a good clear visual, with the relevant information. Happy

with that.

Too wordy. The name speaks for itself. Ask any

Toyota owner

Find it very similar to most other car ads. Although Toyota is my preferred

brand!

A good ad. If you were thinking of purchasing a car you would act on it now and not delay it.

It's OK, but resembles most

other car adsThe use of the red

always makes it stick out.

I liked the prices and the simplicity

of the ads

What did the respondents say about the ad?

Similar to other car adsSimple and clear

‘Preferred brand’ recognition

The Role Map for the Mid Year Event ad followed a fairly typical Retail shape, doing quite well on delivery of Information, Extension and Affinity.

Automotive Average

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

Although not significant, it is interesting that ‘Advantages’ has a broader footprint for likely actions.

Newspaper Average*

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

 

 

Performance Comparisons

Comparison with other Toyota ads

Camry, Intelligent DecisionMarket: SydSize: FPCTested: November 2010Sample: People 16+, n=100

Great Offers, J ShapeMarket: SydSize: Broken SpaceTested: June 2009Sample: People 16+, n=98

This ad for Camry Hybrid achieved high scores for delivering to Affinity, Reappraisal and Information. The Lifetime Advantages ad does well on these measures while

also delivering strongly to Call to Action

Appealing to consumers on a feature versus an offer

Automotive Average

Newspaper Norm

We used the ‘’Great offers” ad as an example of a non-standard space (i.e. not a FPC). We see that while it delivered to Auto Averages on Affinity and Call to

action, it lacked on delivery of Information and Extension. Mid Year Sale a better retail footprint.

Using a non-standard space to talk deals

Automotive Average

Newspaper Norm

Honda, Take NoticeMarket: SydSize: HPCTested: March 2011Sample: People 16+, n=107

Suzuki, L ShapeMarket: SydSize: L ShapeTested: March 2011Sample: People 16+, n=103

Comparison with other recently tested car manufacturer ads

The Honda ad does very well to deliver on Information and meets averages on Reappraisal and Affinity but this is not generating a concurrent Call to Action

‘Reasons to believe’ versus tangible benefits

Automotive Average

Newspaper Norm

This L-shaped space from Suzuki links well to their TV campaign but misses the boat on driving the other Role metrics

Appealing on lifestyle versus owner advantages

Automotive Average

Newspaper Norm

Comparing these examples on driving Affinity

Lifetime of Advantages is the clear leader of these examples, in driving Affinity with readers. This ad ranks as #2 for Affinity, within the Automotive category, within our regular database

Comparing these examples on demonstrating a Call to Action

Lifetime of Advantages is now our #1 ranked ad within the Auto category (within our regular database) for driving a Call to Action

Comparison of Likely Actions*

Buy/Try

Visit Dealer/Look in store

Lifetime Advantages is #1 for ads we’ve tested within the Auto

category, for generating intention to ‘Buy/Try’

Lifetime Advantages is #3 for ads we’ve tested within the Auto

category, for generating intention to ‘Visit the dealer / Look in store’.

‘Hybrid Camry’ (tested Mar ’10) is #2.

*Action Map data available since March 2010

Web Search

Remember for Later

Lifetime Advantages is the #2 ad we’ve tested in the Auto category

(within our normal database) for this measure. Mid Year Event is #5

Both ads do well on memorability however Lifetime Advantages

outperforms Mid Year Event and ranks #5 for all ads tested in the Auto

category (within our normal database)

Comparison of Likely Actions*

*Action Map data available since March 2010

 

 

Explaining the Results

Source: The Seed Qualitative Research. Paraphrased

• The Lifetime Advantages advertisement is a very good example of how to appeal to a broader target effectively, delivering;

• Brand equity impact• High scores on RoleMap• Good scores on ActionMap

• The results also demonstrate that Call To Action is not just about getting people into dealership. The RoleMap clearly indicates that Lifetime Advantages also drives;

• Websearch• Remembering for later• Talkability

• We believe there are strong grounds to consider a more consistent schedule of this nature – possibly beyond the automotive sections.

• The Mid-year Event was reasonably effective as a more traditional retail event.

• 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.