1

The ProofThe business case for newspaper advertising as part of the media mix

2

Once again the effectiveness study has provided us with a rich amount of information that will help us plan our future media activity. Conducting a second study has shown us the long-term benefits of newspaper advertising.

Tony Parkin

Strategic Planning and Development Manager,

Seven Seas

This is the second time we have worked with the NMA, and once again we have seen strong results. The research clearly demonstrates the benefits of brand advertising in national

newspapers.

Sarah Day

Marketing Manager, Cod Liver Oil

Seven SeasThe client’s view

3

Why newspapers for Seven Seas?This is the second year Seven Seas have tested their newspaper campaign. The findings from the previous test proved that newspaper advertising builds brand equity and delivers sales uplifts.

Seven SeasHeadline results

Newspaper readers increase purchasing of Seven SeasThe increase in spend on Seven Seas products by newspaper readers was almost double that of non-readers.

The increase in penetration was a third greater among those exposed to the newspaper campaign.

Newspapers drive web traffic

The number of visits to Seven Seas’ website rose by 30% during the campaign. Page views to JointAge Calculator doubled on days when there was newspaper advertising.

Newspapers built brand equity over the two campaigns

Competitive advantage increased by 16 percentage points compared to pre 2009 campaign. Awareness, familiarity and consideration all improved over the two campaigns.

+16

Percentage points

+30%

JointAge Calculator page views

x2x2

Sales upliftreaders vs non readers

4

Seven SeasThe creative work

5

Seven SeasThe creative work

Strong creative impact leads to high recognition

Recognition – Newspaper ads

% recognising

Seven Seas

29

Millward Brown print norm (326 Ads)

20

6

Seven SeasThe creative work

The newspaper ads are extremely impactful and well-branded

Newspaper ads

% agreeing

Definitely remember ad was for Seven Seas

Very eye-catching

I’d stop and look rather than turn the page

73

47

62

95

84

52

Seven Seas

Millward Brown Norm

7

Seven SeasBusiness context

8

Seven Seas2010 campaign launched amid negative glucosamine PR

4 weekly glucosamine sales

£000s

9

Which of the following statements best describes your thoughts about the report% answering

28

32

32

Seven SeasBMJ findings also impacted perceptions

The report put me off buying glucosamine products

I use glucosamine for prevention rather than cure, so

the report was not relevant

I disagree with the research and believe that glucosamine is effective

10

Seven SeasThe Findings

11

Seven SeasNewspapers readers increase in spend is double that of non-readers

Seven Seas value sales12 w/e 05th Dec 10 vs. pre-period (12 w/e 12th Sep 10)

£000s

Newspaper readers Non-readers

+34%

+18%

Pre-period

During/post

12

Seven SeasSeven Seas grew market share by 35% more among newspaper readers vs non-readers

Seven Seas value sales12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)

%Pre-period

During/post

Newspaper readers Non-readers

+31%

+23%

13

Seven SeasPenetration increases by 28% among newspaper readers

Seven Seas penetration12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)

%Pre-period

Newspaper readers Non-readers

+28%

+21%

During/post

14

Seven SeasNewspapers readers increase average weekly purchase

Seven Seas average weekly purchase12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)

£sPre-period

Newspaper readers Non-readers

+7%

-1%

During/post

15

Seven SeasNewspapers drive web traffic

Seven Seas web trafficVisits

Pre-campaign

+30%

4973

6471

During campaign

16

Seven SeasNewspaper insertions double page views

JointAge Calculator web trafficPage views

During campaign – days with no

ads

+121%

1100

2428

During campaign – days with ads

17

Seven SeasSpontaneous awareness increased significantly

Spontaneous awarenessPre to post % points increaseTop 2 Box %

Total

+23

Users who recognise NP

Non-users who recognise NP

+25 +20

Pre-wave

Post-wave

18

Seven SeasNewspapers enhance consideration

Brand commitment – Likelihood to choosePre to post % points increaseTop 2 Box %

Total

+8

Recognise NP Non-recognisers

+22 +1

2009 Pre-wave

2010 Pre-wave

2010 Post-wave

19

Seven SeasNewspaper campaign boosts brand equity and creates competitive advantage

Brand Dynamics equity analysis post-wave

% points change on pre-wave

Bonding

Advantage

Performance

Relevance

Presence

Recognise NP

38

11

44

49

58

vs. pre-wave 2009

+16%

+16%

+16%

+16%

+16%

20

Seven SeasHighly engaging newspaper creative

Newspaper involvement diagnostics

Norm: 61 NP ads

Recognise NP

(Each axis 0-80%)

21

Seven SeasCampaign produces very positive emotional and rational response

Response to newspaper ads

% agreeingMillward Brown

Norm

50

36

45

71

51

79Contained new

information

36

Contained different information

Points made were relevant

Points made were believable

Made brand more appealing

Made me more likely to buy Seven Seas

71

89

91

84

80

22

Seven SeasRe-appraisal is strengthened by multiple executions

Advertising measures – Re-appraisal

Surprising and gets me to think differently

Top 2 Box %

1 Newspaper ad

69

73

78

2 Newspaper ads 3 Newspaper adsRecognise:

23

Seven SeasStrong call to action boosted by multiple executions

Advertising measures – Call to action

Gives me a reason to go out and buy

Top 2 Box %

1 Newspaper ad

69

84 83

2 Newspaper ads 3 Newspaper adsRecognise:

24

Seven SeasEmotional connection with Seven Seas JointCare is strengthened by multiple executions

Advertising measures – Brand values

Helps me connect and identify more strongly

Top 2 Box %

1 Newspaper ad

73

84

87

2 Newspaper ads 3 Newspaper adsRecognise:

25

Seven SeasThe media rationale

26

Seven SeasNewspapers closely match brand profile

Analysis by social grade

%

Profile of Vitamin & Mineral users

18

Heavy NP readers

Heavy TV viewers

Source TGI 2011 Q1

51

31

23

52

25

35

50

15

AB

C1C2

DE

27

Seven SeasNational newspaper readers are big spenders

Expenditure on vitamin & mineral supplements

£ per household 2010

Source Kantar World Panel 52wk average 26 Dec 10, HH (000s) 7,064 for heaviest TV , 7,729 Freq NP quals 1370, Mids 1907, Pops 3522, Online NP 1,233. Note Online NP data also built in to newspaper groups

Total Market

Heaviest 1/3 TV

Frequent Newspaper

readers

Frequent Quality

NPs

Frequent Mid-market

NPs

Frequent Popular

NPs

Frequent Online NPs

£1.84

£1.36

£2.24

£2.44

£2.83

£1.62

£2.58

28

Seven SeasTest detail

29

Newspapers are the perfect environment for healthcare ads, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands

Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions

Relevant editorial heightens audience engagement and interest

Newspapers’ immediacy drives sales response

Seven SeasTest hypothesis

30

Seven SeasTest detail

Media Plan

Sep 10 Oct 10 Nov 10 £m

MediaTarget audience:ABC1C2 Families

National Newspapers

0.6

Research DatesMillward Brown

Pre-wave

Post wave

Sample: 711 adults aged 45+ who buy vitamins/supplements nowadays. ABC1C2 social class plus E social class if in receipt of private pension

Media Source: NMR/BARB/NRS

410 GRPs

Campaign objective

Attract new users to joint care supplements category, and build Seven Seas joint health expertise credentials. At the same time strengthen loyalty among users.