Advertising Effectiveness: Beer, Wine, & Liquor Stores April 2011

Applying Advertising Effectiveness to Your Sales Efforts  ROI - at the forefront of our customer’s investment decisions. Our key customers expect us to understand their business, provide ad design guidance and ROI metrics on their print investments.  Effective ads maximize ad recall and increase purchase consideration by the consumer.  Maximize advertising momentum during prime selling seasons when people are shopping for our customer’s products and services.  Do the math – calculate the local number of adults shopping or purchasing based on the market research. (See slide 4)  Understand the common elements that successful ads share: layout, deals, headlines, color and size.  For RAM testing markets, if your advertiser’s ad scores above or below the median, review those elements to understand performance. Remove this slide if presenting deck to advertisers

Source: Estimates of Monthly Retail and Food Services sales by Kind of Business: U.S. Census Bureau. Food Services Sales Are Highest in July and December

Maximize Opportunities $435 Amount the average adult spends on alcoholic beverages each year. Source: Consumer Expenditure Survey, U.S. Bureau of Labor Statistics, October, 2010.

Maximize Opportunities 67% Of consumers drink alcoholic beverages. Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30,

Maximize Opportunities Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30, AgePercentage of adults that drink alcoholic beverages % % 55+59%

Maximize Opportunities Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30, Household Income Percentage of adults that drink alcoholic beverages <$20K46% $20K-$29,99951% $30K-$49,99966% $50K-$74,99978% $75K+81%

Maximize Opportunities Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30, Education LevelPercentage of adults that drink alcoholic beverages High School Education or Less 58% Some College70% College Graduate79% Post Graduate Degree 74%

Maximize Opportunities Men that drink alcohol prefer beer over wine or liquor. Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30,

Maximize Opportunities Women that drink alcohol prefer wine over beer or liquor. Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30,

Maximize Opportunities Drinkers 55 and older choose wine as their preferred beverage. Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” July 30,

Maximize Opportunities Source: Nielsen Marketing Charts, Store TypeBeerWineSpirits Grocery75%62%30% Specialty Grocery7%16%3% Limited Grocery2%3%1% Club22%25%17% Drug Store13%9%11% Convenience Store26%3% Small Liquor Store21%22%39% Large Liquor Chain12%18%31% Mass Merchandiser27%19%7% Locations Where Surveyed Consumers Purchased Beer, Wine, and Spirits in 2009.

Source: RAM 2009; Consumer previous knowledge scores based on advertising frequency testing over 13 weeks. Use Smaller Frequent Ads Throughout the Year

8.8% compared to quarter page 22% compared to half page Half PageFull Page Arrow indicates variance between ad sizes 10/25/09-10/25/10 US RAM Reference Data – 363 Quarter Pg; 435 Half; Pg 935 Full Pg Ad Size Significantly Affects Ad Recall

Effective Ads Increase Ad Recall Strong Headlines Well written, bold, and prominent. Advertisers are Easy to Identify Sizable logos with good placement. Clear Visual Hierarchies Ads are centered around a primary focal point while displaying secondary images.

Visual LayoutsOrganized LayoutsGreat Deals Effective Ads Increase Ad Recall Source: RAM US Data Alcoholic Beverages ROP Ad Recall Median of 44% based on 118 ads between 7/1/05 – 3/28/11 +14% above median+18% above median+14% above median

Methodology RAM – Research and Analysis of Media - is a complete research and analysis system to measure how newspaper ads and articles are read and understood. Measures include ad recall, brand, message, and purchase consideration of print and web advertising. Consists of a database of over 17,800 advertisement and news article references with survey interviews reaching 6.9 million adults. (RAM US Data October, 2010) Ongoing internet-based survey developed to measure print and online media’s effectiveness (advertising and news). Incentive based internet panels are made up of subscribers and non-subscribers (over 25,700 panelists in Gannett markets). Results are weighted based on gender, age and reader frequency of adults 18 and older in the market.