1

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

2

Adding brand-led newspaper advertisements significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness. We continue to see a key role for newspaper advertising in fulfilling our brand and response objectives.”

Justin BasiniVice President of Customer Initiative Management & Brand Marketing, Capital One Bank (Europe)

“ Newspaper advertising played a key role for Capital One in launching our unique identity theft assistance products – our named advisor team and our Identity Theft Alert service.

Thorough pre-testing of our creative idea resulted in an extremely strong campaign. Highly distinctive newspaper advertising helped deliver increases in brand saliency and engagement among readers. We have also seen considerable uplifts in web traffic and a significant increase in active consideration for Capital One and in likelihood to apply for a Capital One credit card.

Capital OneThe client’s view

3

TV plus print and online newspapers drove a 61% increase in web traffic to the Capital One homepage, and 157% uplift to Security landing page (URL for newspaper ads)

TV + newspapers built saliency and familiarity

Adding newspapers produced double the increase in emotional brand involvement, compared with TV solus

Adding national newspapers and online newspapers made the TV work more effectively across all diagnostic measures, including engagement, branding, communication and likelihood to apply for the new credit card

Adding multiple newspaper executions across print and online platforms built brand re–appraisal by 48%, emotional brand values by 74% and call to action by 127% compared with TV on its own

Capital OneHeadline results

4

Capital OneTest Hypothesis: Newspapers are perfect partners to TV

TV and national newspapers - both print and online formats - are the perfect partnership

They are processed in different but complementary ways: TV is more passive, newspapers involve active processing

TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary

Together, the brand impact should be stronger than either medium separately

5

Capital OneThe creative work

Newspaper creative

TV creative

6

Capital OneThe creative work

Newspaper creative Online newspaper creative

7

Capital OneHigh newspaper recognition

Recognition – Capital One Newspaper ads% recognising

NP

20

31

54

Online NP

MB Print norm

8

Capital OneThe findings

9

Capital OneTest detail

Media Plan

Oct 07 Nov 07 Dec 07 Jan 08 Feb 08 £m

MediaTarget audience:

ABC1 Adults

TV – 30 sec+40 sec 2.4

Newspapers 0.8

Online NP 0.1

Research DatesMillward Brown

Pre-wave

Post wave

Research sample: 25-60 year old credit card owners, decision makers, would not reject direct providerMedia Source: NMR/BARB/NRS

284 TVRs

Campaign objectiveIn a marketplace that is increasingly commoditised around price, the key objective was to differentiate Capital One and further build their credentials around helping their customers deal with the problem of Identity Theft.

434 TVRs

321GRPs

10

Capital OneTV plus newspapers drives applications

Source: Client data

4 weeks post-campaign

CampaignPeriod

Capital One Application rates

11

Capital OneTV plus newspapers drives web traffic

Source: Sophus3*

TV + Newspaper Advertising effect on web trafficUnique visitors to Capital One% increase

Capital One homepage

+61%

+157%

Security page

12

Capital OneAdding newspapers drives saliency and familiarity

Brand FamiliarityHave credit card with Capital One/seen or heard a lot about Pre to post % points increase - Top 2 box %

TV solus TV + NP TV + NP + Online NP

72

64

57

7767

59

Pre-wave

Post-wave

-2 +3 +5

13

Capital OneTV + Newspaper campaign motivates consideration

Advertising responses

TV ad NP ads TV solus Any NP TV + NP

53 56

33

55 58

Made me more likely to apply for

Capital One credit card% agreeing

Gives me a reason to go out and apply for a Capital One credit card% agreeing

14

Capital OneTwice the increase in brand involvement with TV + Newspapers

Brand InvolvementSomeone I likePre to post % points increase - Top 2 Box %

TV solus TV + NP TV + NP + Online NP

27

18

11

34

24

8

+3 +6 +7

Pre-wave

Post-wave

15

Brand Dynamics Equity Analysis Post-wave

Bonding

Advantage

Performance

Relevance

Presence

TV solus

24

4

42

43

66

Capital OneTV + Newspapers audience more highly bonded

TV + NP

37

12

50

51

72

TV + NP + Online NP

42

18

53

56

77

16

Capital OneAdding newspapers strengthens TV ad branding and boosts enjoyment

TV Ad BrandingDefinitely remember ad was for Capital One%

TV Ad EnjoymentEnjoyed watching%

+13

TV solus

+2166

+17 +2457

Added effect of TV + NP

Added effect of TV + NP + Online NP

17

Capital OneAdding newspapers enhances TV engagement

TV involvement diagnostics

-+ Added effect of NP

Recognise TV only

Recognise TV + NP

(Each axis 0-90%)

P

A

-

+

Active

Passive

Positive

Negative

+17 +16A+

A+

P+

P+

P+

P-P-

A-

A-

A-

A+

+13

Distinctive

Interesting

Soothing

Pleasant

Gentle

WeakBoring

Irritating

Unpleasant

Disturbing

Involving

18

Capital OneNewspapers Boost ad performance

Response to TV ad% agreeing

48

41

41

54

36

MB norm

Contained new information

Contained different information

Points made were relevant

Made brand more appealing

Made me more likely to apply for a Capital

One credit card

63 +15 +19

59 +21 +23

58 +16 +24

53 +23 +29

42 +16 +27

TV solus Added effect of TV + NP

Added effect of TV + NP + Online NP

19

Capital OneNewspapers enhance TV ad secondary messaging

TV advertisingStrongly suggests% answering

Offers assistance if you’re victim of IDT

Protects you from credit card fraud

Alerts you to unusual changes to credit rating

Is a professional and competent provider

Has low rates of interest

82 +4 +6

63 +5 +13

30 +12 +29

28 +18 +7

27 +19 +26

TV solus Added effect of TV + NP

Added effect of TV + NP + Online NP

20

Capital OneNewspapers enhance TV ad secondary messaging

Newspaper advertisingStrongly suggests% answering

Offers assistance if you’re victim of IDT

Protects you from credit card fraud

Alerts you to unusual changes to credit rating

Is a professional and competent provider

Has low rates of interest

79

63

47

40

30

21

Capital OneStrong synergy between print & online newspapers

+7A+

A+

P+

P+

P+

P-P-

A-

A-

A-

A+

P-

+11

+14

Online NP Involvement Diagnostics

- + Difference betweenTV + NP + Online NP and TV + Online NP

Recognise TV + Online NP

Recognise TV + NP + Online NP ads

(Each axis 0-80%)

P

A

-

+

Active

Passive

Positive

Negative

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

22

8074

6761

46

TV + 1 NP ad

TV solus TV + 2 or 3NP ads

TV + 4NP ads

TV + 4NP ads +Online NP

Advertising measures – Brand valuesHelps me to connect and identify more stronglyTop 2 Box %

Capital OneNewspapers boost emotional connection by 74%

23

Advertising measures – Depth of InformationGives me enough information to decideTop 2 Box %

Capital OneNewspapers add depth of information

TV + 1 NP ad

TV solus TV + 2 or 3NP ads

TV + 4NP ads

TV + 4NP ads +Online NP

8076

7177

61

24

Advertising measures – Re-appraisalSurprising and gets me to think differently Top 2 Box %

Capital OneNewspapers provoke strong re-appraisal

80797668

54

TV + 1 NP ad

TV solus TV + 2 or 3NP ads

TV + 4NP ads

TV + 4NP ads +Online NP

25

Advertising measures – Call to actionGives me a reason to go out and buyTop 2 Box %

Capital OneCall to action up 127% when multiple executions added

75

6360

49

33

TV + 1 NP ad

TV solus TV + 2 or 3NP ads

TV + 4NP ads

TV + 4NP ads +Online NP