November 2011

Newspaper Creative Benchmark Report Praise

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

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

• Ad Appearance:

– Daily Telegraph, Tuesday October 4th 2011

– Within the ‘Taste’ Liftout section

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 100

• Test market: Brisbane

• Fieldwork: 10th-17th November 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

Ad shown as it appeared alongside editorial in Daily Telegraph on October 4th, 2011

 

 

Branded Newspaper Benchmarks

Newspaper Norm

This ad performs very well on positive creative diagnostics, especially in regards to imagery…it ‘looks good’!

Brand linkage and ad recognition can be affected by the weight of the campaign or the timing of the research. The low scores for these measures did not lessen interest, which achieved a score above the

Newspaper Norm

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

Brand linkage n= 6

Branding removed

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

Newspaper Norm

The ad achieved significantly high scores against the Newspaper Norm for improving Familiarity/Understanding and Appropriateness/Relevance. The score

for differentiation was also higher than Norms.

+16 +13

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

Newspaper Norm

40% of respondents returned very specific

elements of main messaging, with a further 45% mentioning recipes in

other contexts.

What did the respondents say about the ad?

It gives me a recipe to try out. The recipe looks

nice so I will probably buy the product to try it

out.

I like when food products have a recipe as the ad as it gives me a tempting reason to

try it. the green stands out and makes it look 'more fresh'

It is a very appealing ad with natural colours and is inviting to the viewer. The recipe is

easy.Makes me hungry, the

food photography looks great, very fresh and

healthy

Recipe is useful / appealingFresh and colourful

More likely to try Praise

I find it eye catching and fresh (using the colour green)and i

would expect it to jump out at me in a newspaper. It gives a

simple recipe and makes us look out for praise products the next time we go to the supermarket.

It is well-presented. I can understand that some

people might find it cluttered, but there is a lot

to say and demonstrate about the brand

I didn't notice it was an advertisement for Praise as I was just interested in the

recipe.

The word cloud shows a strong connection to the recipe

This is a high performing ad, achieving significantly high scores for 3 out of 6 key roles of newspaper advertising. The ad drives Affinity and brand Reappraisal, and a strong

Call to Action.

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

Newspaper Norm

This ad has performed well above Action Map Newspaper Averages for ‘Buy/Try’ and ‘Visit Store’, all good signs of intention to purchase. The strong result for ‘Cut out and keep’ shows an

appreciation for the functional nature of the ad.

% scores

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

Newspaper Average

• This ad has achieved very strong and positive results for Creative Diagnostics, doing very well against statements such as • Has a great photo/image• Looks good

• Significant results were achieved for 3 out of 6 RoleMap definitions• Affinity• Reappraisal• Call to Action

• The performance of the ad was strengthened by strong results on ActionMap, achieving scores significantly over the average for• Buy/Try• Visit Store/Look Out For• Cut out and keep

• Overall, the recipe strategy has achieved excellent results for Praise, and this is reflected in the positive verbatims and message comprehension

• A good example of a food product demonstrating relevance and extending usage opportunities.

 

 

Comparison with other ads

‘Real food’

September 2010

September 2011

November 2011

Imagery and believable claims drive Affinity

The three examples shown here all use product ‘beauty shots’ to help drive brand Affinity and Reappraisal on usage. Each delivers a corresponding Call to Action.

Food delivering on Call to Action

May 2009 May 2010

November 2011

The Coles ‘Feed Your Family’ DPS from 2009 is one of our all time highest performing (as tested) as it delivers a lot of information, but all of it relevant and useful to readers. The Masterfoods

‘Spaghetti’ ad appeals to families wanting simple meal solutions.

Make it useful and family friendly information to drive Action

Cut out and keep

In this day of digital ‘bookmarking’ it’s encouraging to see that this ad is our second highest ad to achieve the intention to ‘cut out and keep’. This measure has been tested since March 2010.

 

 

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.4x Higher than

norm

2.9x Higher than

norm

8.0x Higher than

norm

3.8x Higher than

norm

All newspaper norm. November 2011 (Updated monthly)

• 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.