November 2011

Newspaper Creative Benchmark Report Purina

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:

– Courier Mail, 28th October 2011 (page 33)

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 105

• Test market: Brisbane

• Fieldwork: 10th-17th November 2010

• Conducted online by Ipsos MediaCT

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

 

 

Branded Newspaper Benchmarks

Newspaper Norm

This ad performs well against all positive metrics and especially for ‘Great photo/image’, ‘Catches my eye’ and ‘looks good’. We have often found that respondents enjoy images of dogs.

Brand linkage and ad recognition can be affected by the weight of a campaign and the timing of research. In this case we see a strong

level of interest, despite respondents not being familiar with the ad.

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

Brand linkage n= 9

Branding removed

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

Newspaper Norm

The ad tested significantly well at improving familiarity/understanding and they saw significant differentiation between this ad and other ads from dog food

brands.

+11 +15

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

53% of respondents were generally correct in main message comprehension while a

further 29% mentioned aspects relating to the dog food category.

What did the respondents say about the ad?

Good eye grabbing add, but I don't have a dog

The breed of dog was perfect for the ad, it has eyes that make you want to buy the best

for your own dog

I used to use Purina when we had a pet so feel pretty good about

the brand.

I love the dogs, because they have character and

make Purina seem friendly

Cute dogMakes me feel good about Purina

Good ad, but I don’t have a dog (c. 20%)

I think that the ad was good. We don't own a dog, so I am not

really interested in this product at all.

There seems to be a lot of variety in their products

and they seem to be different to what other

brands offer.The pug in the add is very cute and catches

my attention. Very unique from other ads.

The ad achieved significantly high scores for driving brand Affinity and strong results for the delivery of Information. We’ve found that the response to pet food advertising is very

dependent on pet ownership, so these results are very strong on a relative basis.

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

Newspaper Norm

The ActionMap results probably reflect that a good proportion of our broad respondent sample, are not dog owners therefore don’t have an immediate action in relation to the ad. Despite this

the response for ‘Buy/Try’ is better than average.

% scores

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

Newspaper Average

• This ad has achieved very high scores for positive creative attributes especially• Great photo/image• Looks Good• Catches my eye

• The ad achieved significant scores for improving familiarity/understanding, and for differentiating from other pet care brands.

• It achieves significantly high scores for Affinity, which is typical of most pet care ads….people like dogs!

• ActionMap scores are within tolerances for a high ‘average’• Important to remember our sample is a broad representation of readers, and are not

filtered by pet ownership. Its reasonable to assume that dog owners would skew even higher in their positive response to the ad.

 

 

Comparison with other ads

How PetCare uses Newspapers

May 2011

August 2010

June 2010

November 2009

EmotionalCute and eye catching imagery

RationalCause related / promotional

July 2009

A strong image helps brand affinity

In these three examples we see the RoleMap skewing to strong results for Affinity and Information. Both Whiskas and My Dog had corresponding TV campaigns, reflected by strong results for Extension.

If the goal is to generate a long term strategy of Affinity and brand recognition, broad promotional strategies work well for the Pet Care category, which otherwise is only relevant to pet owners. It

may be worthwhile targeting a broader target via a strategy such as these, to gain recognition from those who might one day consider owning a pet.

Cause related or promotional ads can increase brand relevance beyond pet owners

 

 

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.