Newspaper Creative Benchmark Report GE July 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

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

Branded Newspaper Benchmarks

Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated Chevron SantosShell GE Australian Mining

GE was one of eight ads tested in Sydney Sample: Australians 16+ Sample size: 111 Fieldwork: 20 – 26 July 2011 Conducted online by Ipsos MediaCT Benchmarks used: All Newspaper Norms (see appendix for details) ‘Two Letters’ Market: Sydney Size: DPS Position: EGN

Good levels of recognition. Ad generated above average scores on Interest. Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research. Some respondents felt the ad had something to do with Government or possibly Energy Australia. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Newspaper Norms at 90% c.l. * Newspaper Norm +22 All branding removed

Creative scored significantly well above averages on all three equity measures. Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

Newspaper Norm Significantly different to Newspaper Norms at 90% c.l. Results for Creative Diagnostics are very positive with some significantly high results for ‘Looks Good’ and ‘Has great photo / image’

57% of respondents were generally correct in their understanding of key messages and a further 25% had a basic understanding. Compared to some other ads in this category, (which tends towards complex messaging), a score of 18% for ‘don’t know’ is a relatively good result.

What did the respondents say about the ad? Nice image, makes me feel good. It is very relevant at this time. Looks interesting. Makes me want to read the details on the Ad. ‘A message that addresses the future of power generation. They are progressing with energy processes we need. It feels optimistic. Thinking outside the square for wind power. Eye-catching image. Relevant and thought-provoking. Forward thinking.

As expected, the ad speaks to the Public Agenda. This ad also delivers well on providing Information and a Call to Action, with significantly high scores for Affinity and Reappraisal. Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

Comparison of Key Benchmarking Metrics

Reappraisal : This ad encourages me to think differently about the advertiser All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack. Newspaper Norms

Affinity : This ad gives me a good feeling about the advertiser Affinity scores were generally high across the board with GE achieving very high and significant scores. Newspaper Norms

Comparative Engagement Metrics For people like me GE was chosen as the ad that had the most to say, relevant to respondents. The Australian Mining ad was considered to be the most ‘WOM’ worthy. Likely to get people talking

Comparative Engagement Metrics Provides Important Information The GE ad achieved much higher scores for being ‘Attention Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were broken space. The Shell ad was perceived to be providing important information. Verbatims reflected a Reappraisal of Shell as a result of new information. Attention Grabbing

Comparative Engagement Metrics Convincing Believable Upon being presented with the ads in the controlled research environment, respondents found the Australian Mining ads to be the most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to respondents lacking familiarity with the advertiser or the complexity of the issues being presented.

All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal As we would expect, they also spoke strongly to the Public Agenda The ad for GE was arguably the most overall successful ad of the 5 we tested within the Resources category Achieving the highest scores for Affinity and Reappraisal amongst the cohort The ad worked well to position GE as interesting and different, and achieved excellent scores on most positive creative diagnostics; the imagery used was highly appealing to respondents. The ad achieved high scores for being Attention Grabbing and For People Like Me, and the likeability of the ad is reflected in verbatims with many respondents mentioning the feel good aspects of the advertising As a result of the positive outtakes, the ad achieved relatively good scores for being ‘Convincing’ and ‘Believable’ with high levels of message comprehension reflecting a well thought through messaging strategy, working well. Comments

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