The Newspaper Effectiveness Metric

Content Why create a Newspaper Effectiveness Metric? The Newspaper Effectiveness Metric in summary Validation of the ‘Roles of Advertising’ measure Creation of newspaper norms Benchmarking newspaper creative – an example Appendix: Ads tested in creating the newspaper norms

WHY CREATE A NEWSPAPER EFFECTIVENESS METRIC?

Why did The Newspaper Works create an effectiveness metric? Newspapers are pigeon-holed for certain advertising categories and roles Most tracking metrics are designed for TV, not newspapers There is no recognised approach to measuring effectiveness in relation to newspapers Need for a metric specifically designed for newspapers – improve understanding of how to use newspapers effectively – demonstrate that newspapers can help build brands and develop emotional connections – help improve the standard of newspaper creative – provide consistency in the way newspaper effectiveness is measured

The Newspaper Works’ effectiveness partner

NEWSPAPER EFFECTIVENESS METRIC IN SUMMARY

Recognised industry measures The Newspaper Effectiveness Metric in summary Brand Awareness Brand Image Brand Commitment Brand Involvement Brand Equity Brand Sensitivity Category/Brand Ad Awareness Ad Recognition Brand Linkage Interest Brand Equity Impact Roles Of Advertising Newspaper Creative Diagnostics Message Take-out Emotional Response Brand measuresAd measures + Newspaper measures The Newspaper Works’ effectiveness partner:

Uses of the metric Case studies Newspaper creative benchmarking Category deep dives Pre/post effectiveness studies, measuring in- market effects Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

VALIDATION OF THE ‘ROLES OF ADVERTISING’ MEASURE

Validation of the Roles of Advertising measure While it is widely accepted that newspapers are effective in conveying information and generating a call to action, it is not as well understood that newspapers are powerful across a broader range of strategic roles, particularly in the area of brand building. Six distinct, but not mutually exclusive, strategic roles that newspaper advertising can play were originally identified by the Newspaper Marketing Agency in the UK. The Newspaper Works set out to comprehensively validate these roles in Australia with our research partner Ipsos Media CT. A combination of qualitative and quantitative testing led to the creation of measures that identify the roles that newspaper ads can play and discriminate between them The Roles of Advertising The Roles of Advertising measure demonstrates how consumers connect with newspaper advertising, and provides learnings as to how advertisers can maximise the strategic impact of their advertising

Quantitative and qualitative testing April 2008 May-June 2008 Shaping the Roles of Advertising statements into consumer language Nationally representative sample of n=80 Conducted online Qualitative Testing Quantitative Testing Testing of the Roles of Advertising statements against a range of ads Two-stage process, with second stage testing revised versions of some statements Population representative sample of the five mainland state capitals n=1628 across the two stages Conducted online The Newspaper Works’ effectiveness partner:

The Roles of Advertising The qualitative and quantitative testing resulted in the consumer statements below, describing the six strategic roles that newspaper advertising can play Strategic RoleDescription AffinityGives me a good feeling about the brand ReappraisalEncourages me to think differently about the brand InformationGives me more information about the brand Call to ActionGives me a reason to buy, use or find out more about the brand Public AgendaRaises an important issue/cause ExtensionReminds me of the TV advertising for the brand

SELECTED RESULTS FROM QUANTITATIVE TESTING Validation of the ‘Roles of Advertising’ measure

Preliminary results from validation work Selected results from quantitative testing Affinity (Re)Appraisal Information Call to Action Public Agenda Extension Source: Quantitative testing of the Roles of Advertising, round 2, stream 3

Preliminary results from validation work Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Selected results from quantitative testing Affinity (Re)Appraisal Information Call to Action Public Agenda Extension Source: Quantitative testing of the Roles of Advertising, round 1

Preliminary results from validation work Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Selected results from quantitative testing Affinity (Re)Appraisal Information Call to Action Public Agenda Extension Source: Quantitative testing of the Roles of Advertising, round 2, stream 3

Preliminary results from validation work Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Selected results from quantitative testing Affinity (Re)Appraisal Information Call to Action Public Agenda Extension Source: Quantitative testing of the Roles of Advertising, round 1

CREATION OF NEWSPAPER NORMS

Creation of 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 Benchmark study methodology

Creation of newspaper norms In-situ presentation ensures the ads are perceived as newspaper not magazine ads Ad then presented full screen, for easier reading Respondent also able to zoom in to read copy at any stage In-situ Full screen Presentation of ads to respondents

THE KEY NEWSPAPER AD NORMS Creation of newspaper norms

Ad Recognition Question Do you remember seeing the newspaper ad before? Yes No Also known asPrompted ad awareness, prompted recall, executional cut through Relevance to advertisers Indicates extent to which the advertising creative cuts through Main indicator against which media agencies are assessed

Ad Recognition Q. Do you remember seeing the newspaper ad before? All Newspaper Norm Yes - 13% Source: Benchmark study

Brand Linkage Question You mentioned that you saw the newspaper ad; what brand was it for? Open ended response Also known asBrand recognition, branding Relevance to advertisers Indicates whether consumers register the brand in the ad

Brand Linkage Q. You mentioned that you saw the newspaper ad; what brand was it for? All Newspaper Norm Correct brand - 65% Source: Benchmark study

Interest Questions Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. What the ad said or showed was interesting to me Relevance to advertisers Provides a measure (self reported) of the interest in the advertising message.

Interest Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. Top two box - 34% Source: Benchmark study

Brand Equity Impact Questions Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. The ad made the brand seem different from other brands in the category (uniqueness) The ad made the brand appear to be appropriate and fit in with my lifestyle and needs (relevance) The ad improved my familiarity and understanding of what the brand is about (familiarity) Relevance to advertisers Indicates the effect the ad is having on the key components of the brand’s brand equity - Familiarity Relevance Uniqueness

Brand Equity Impact Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. Top two box - 28% Top two box - 25% FamiliarityRelevanceUniqueness Source: Benchmark study

Roles of Advertising Question Thinking about the newspaper ad, which of the following statements below would you agree with?’ (Mark as many or as few as you want) Relevance to advertisers Measures consumer response against 6 key advertising roles that newspaper advertising can perform - 1.Affinity 2.Reappraisal 3.Information 4.Call to action 5.Public Agenda 6.Extension

Roles of Advertising Strategic RoleStatements AffinityGives me a good feeling about the brand ReappraisalEncourages me to think differently about the brand InformationGives me more information about the brand Call to ActionGives me a reason to buy, use or find out more about the brand Public AgendaRaises an important issue/cause ExtensionReminds me of the TV advertising for the brand

Roles of Advertising Affinity Reappraisal Information Call to Action Public Agenda Extension Q. Thinking about the newspaper ad, which of the following statements below would you agree with?’ Source: Benchmark study

Creative Diagnostics Question Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND]. Has a great picture of the product Doesn’t grab my attention Looks dull and boring Is similar to all the other ads for (category) Is cluttered Has too much information Being in a newspaper helps to make the ad believable Makes it easy to see what is on offer Headline made me want to stop and read more Is a good looking ad Catches my eye Relevance to advertisers Measures consumer reaction to specific aspects of the creative execution Provides an indication of the how/ why the ad is working or not working

Creative Diagnostics Figures show ‘describes it well’ responses Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND]. positive negative Source: Benchmark study

BENCHMARKING NEWSPAPER CREATIVE – AN EXAMPLE

Newspaper creative benchmarking example This Woolworths ad was randomly selected as part of the Benchmark Study, which created the newspaper norms The following slides show its performance against the norms

Newspaper creative benchmarking example Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Source: Benchmark study

Newspaper creative benchmarking example Brand Equity Impact (%) Source: Benchmark study

Newspaper creative benchmarking example Role of advertising Source: Benchmark study

Newspaper creative benchmarking example Creative Diagnostics positive negative Figures show ‘describes it well’ responses Source: Benchmark study

APPENDIX: ADS TESTED IN CREATING THE NEWSPAPER NORMS

Appendix: Ads tested in creating the newspaper norms Sydney 1

Appendix: Ads tested in creating the newspaper norms Sydney 2

Appendix: Ads tested in creating the newspaper norms Melbourne 1

Appendix: Ads tested in creating the newspaper norms Melbourne 2

Appendix: Ads tested in creating the newspaper norms Brisbane

Appendix: Ads tested in creating the newspaper norms Adelaide

Appendix: Ads tested in creating the newspaper norms Perth