NewspaperCreative

Benchmarking

AUGUST 2011

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

All Newspaper Norms ARCBS

Ad size: FPCAppeared: July 2011Position: Good Weekend

Ads tested: Sydney, Three in totalResearch Sample: n=109, P16+Benchmark: Newspaper Norm

Methodology

• This is a highly successful piece of communication which does an excellent job of communicating a serious issue, well.

• The ad has achieved significant scores for all six Roles of Newspaper advertising, with respondent brand linkage virtually 100%

• The ad generates an intention for behavioural change with the use of a compelling story that respondents appreciate

• This ad has enjoyed some of the best results of ads we’ve tested in recent times, and as a result is now placed within Top Five rankings for key metrics collected since 2008

Executive Summary

RoleMap™The ad has performed exceptionally well and has exceeded all Role Map norms to significant levels.

As we would expect, the role of Public Agenda is seen as very important.

“'Giving blood is important and can help lives”

“Donate blood so people in need have a better chance at life”

The vast majority of opinion based verbatims were very positive and quite similar, reflecting the clarity and appeal of the message. A small number of respondents mentioned that they were unable to donate and the ad reminded them of this in a negative way, but these were a small percentage.

Creatively, the ad performs well against all positive diagnostics and especially well against ‘Highlights an important feature’.

83% of respondents were correct or generally correct in their responses around message comprehension. This is a very high result, reflecting an appealing ad , clearly communicated

Diagnostics

Main Message

“Why not donate blood?”

“I think it reminds people about what use blood can be used for and the difference it

can make to someone’s life.”

“‘Its down to earth and straight to the point. Leaves you thinking.”

“'It highlights a very important issue. We go about our lives & don't think about doing

something so simple that can change someone elses life.”

Opinion of the ad

“Giving blood saves lives”

“Donate blood!”

A broader interpretation of ‘brand’ to include ‘blood bank’ would result in 100% brand linkage (n=20), reflecting a strongly recognisable campaign. Interest is significantly high.

The ad was viewed as being well written (performing to significantly high levels versus norms), clever and attention grabbing.

The Info Map shows that respondents found the ad to be convincing, believable and providing important information

Topline Measures

Idea Gauge

InfoMap ™

+35

+17

Creative Benchmark Comparisons

Newspaper Norms

The ‘Healthy Measures’ ad for the Australian Government achieved

significantly high scores for Extension off the back of a high spend TV

campaign and scored well above Norms on Public Agenda and

Reappraisal. In comparison, the ad for the ARCBS has achieved high scores on

all other measures

The Government ad supporting Quitline achieved high scores for

Affinity and providing Information. Verbatims showed that respondents appreciated the ‘factual’ approach.

Similarly, the feedback for the ad from the ARCBS showed benefits from

providing factual examples which our respondents related to well.

Ad Outcomes

All key measured outcomes achieved scores at significant levels. There is certainly no shortage of good intentions being generated off the back of this advertising.

Where this ad ranks in our database*

#3 highest result for Public Agenda

#3 highest result for Affinity

#10 highest result for Reappraisal

Equal #1 for brand linkage

#3 for generating ‘Interest’ amongst Govt, Charities, Industry Bodies and Utilities

categories

#5 for ‘Highlights an important feature’

*Ads tested Since 2008

For more information on this ad and others in our Creative Benchmarking series, please contact Rachael Lonergan on (02) 9692 6370 or email rachaellonergan@thenewspaperworks.com.au

Newspaper Creative Benchmarking is a component of the Newspaper Effectiveness Metric, which is run by industry marketing body, The Newspaper Works. As at June 2011, we have tested over 320 ads, across many categories. To learn more about who we are, our testing methodology and to access further information, please visit us at http://www.thenewspaperworks.com.au