1. March 2012 Newspaper Creative Benchmark Report MLA

2. 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

3. 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:

4. 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

5. This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 103 Test market: Sydney Fieldwork: 9 th -19 th March 2012 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details)

6. Branded Newspaper Benchmarks

7. Newspaper Norm The ad meets or exceeds all positive creative diagnostics, especially ‘Looks good’

8. The results for brand linkage are common for what is an ad from an industry organisation. Interest is high versus Newspaper Norms. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Brand linkage n= 8 Branding removed Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

9. This ad achieves scores that are significantly high versus Newspaper Norms across three important brand equity statements. The ad is deemed to be helping understanding, to be relevant and differentiating. Significantly different to Newspaper Norm at 90% c.l. +14 +12 Newspaper Norm +23

10. 51% of respondents were generally correct in identifying the standards initiative. Most were able to link the message to encouragement to eat beef.

11. What did the respondents think about the link between the ad and Valentine’s Day? It seems to promote sales by supermarkets. While I try to purchase meat from the local butcher It told me something I didn't know without really trying to sell me the product, which I like The beef ad is to the point. Asking customers to choose the right quality and healthy beef to consume. Symbol of MSA creates trust. Not very exciting, doesn't tell me anything about how the animal was raised, how it was fed etc which is much more important to me than subjective "juiciness" of the meat This is about meat in supermarkets? Good information without the hard sell It made me look because I thought it was a supermarket ad Gives me a good guide when buying beef I will perhaps look for the MSA sign on the packaging.

12. The word cloud shows a strong link to a ‘quality of beef’ message

13. This is a high performing ad, achieving significantly high scores on our Role Map for driving Affinity, generating Reappraisal, and addressing the Public Agenda Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

14. The high performance of this ad follows through to likely actions, with a strong indication of purchase intention (“Buy/Try product”, “Visit store”) and many respondents committing to “Remember for later”. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

15. Comparison with other ads

16. Previously Benchmarked for MLA Tested: Jun 2010 Tested: Aug 09

17. MLA is a high performance newspaper advertiser MLA rarely misses the mark in developing creative that resonates strongly with respondents. The work generally encourages strong Affinity, Reappraisal and Call to Action, and often helps develop the Public Agenda

18. Comparison with other food industry organisations Tested: Dec 2011 Tested: Oct 2009

19. Respondents like hearing from ‘the industry’ These RoleMaps demonstrate that respondents care very much about the messages coming from these organisations. They find them to be important issues (Public Agenda), driving Affinity and Reappraisal, as well as linking to Call to Action behaviour.

20. Best in show: meat as the hero Tested: Sept 2010Tested: Feb 2012

21. Vs Retail Averages Image is everything Respondents loved the ‘Shanks’ ad from Masterfoods as it demonstrated an easy way to get a good looking and delicious meal. The Coles ‘Grill’ ad linked well to their TV presence but in verbatims, respondents told us they found the images less than appealing (thinking the meat looked dry and overcooked).

22. Testing determined that this ad from MSA is a high performing and strong piece of communication The creative was received positively by respondents, achieving strong scores for diagnostics ‘Looks Good’ The ad achieved strong scores against all 6 RoleMap roles but especially for driving Affinity, Reappraisal and addressing the Public Agenda. Respondents found the ad to be increasing their understanding of the issue, highly appropriate and differentiating for the category As a result there was a very strong purchase intention demonstrated via ActionMap For future advertising, it may be worth consideration of being more overt on where the standards apply i.e. to both supermarkets and butchers etc. to avoid the perception this is a supermarket only initiative This ad demonstrates a strong example of ‘industry’ advertising with a consumer benefit

23. Top Performers on Rolemap

24. 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. February 2011 (Updated monthly)

26. 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

27. 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

28. 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.

29. 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.

30. 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 average Statements are tailored to be appropriate to the advertising category.