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Newspaper Creative Benchmark Report Praise November 2011
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
Comparison of creative against category averages Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television The Newspaper Works’ effectiveness partner: Comprehensive analysis of how newspapers can best be used to influence purchase behaviour
Recognised industry measures + Newspaper measures Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics Proprietary newspaper measures The Newspaper Works’ effectiveness partner:
• Ad Appearance: – Daily Telegraph, Tuesday October 4 th 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: 10 th-17 th November 2010 • Conducted online by Ipsos Media. CT • Benchmarks used: Newspaper Norms (see appendix for details) Ad shown as it appeared alongside editorial in Daily Telegraph on October 4 th, 2011
Branded Newspaper Benchmarks
Newspaper Norm This ad performs very well on positive creative diagnostics, especially in regards to imagery…it ‘looks good’!
Branding removed Newspaper Norm Brand linkage n= 6 Significantly different to Newspaper Norm at 90% c. l. 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
+16 +13 Newspaper Norm Significantly different to Newspaper Norm at 90% c. l. 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.
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? Recipe is useful / appealing Fresh and colourful More likely to try Praise It is a very appealing ad with natural colours and is inviting to the viewer. The recipe is easy. 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. I didn't notice it was an advertisement for Praise as I was just interested in the recipe. It gives me a recipe to try out. The recipe looks nice so I will probably buy the product to try it out. Makes me hungry, the food photography looks great, very fresh and healthy 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 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'
The word cloud shows a strong connection to the recipe
Newspaper Norm Significantly different to Newspaper Norm at 90% c. l. 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.
Newspaper Average Significantly different to Newspaper Norm at 90% c. l. % scores 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.
• • • 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 Role. Map definitions • Affinity • Reappraisal • Call to Action The performance of the ad was strengthened by strong results on Action. Map, 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 November 2011 May 2010
Make it useful and family friendly information to drive Action 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.
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. 2 x Higher than norm 5 x Higher than norm All newspaper norm. November 2011 (Updated monthly) 2. 4 x Higher than norm 2. 9 x Higher than norm 8. 0 x Higher than norm 3. 8 x Higher than norm
• 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. Statements are tailored to be appropriate to the advertising category. Retail average
Newspapers are recognised as an effective medium for delivering a Call to 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 advertising measures may require further analysis and interrogation. Statements are tailored to be appropriate to the advertising category. Retail average