How Brand Advertising in Newspapers works best December 2009 BONDS Update!

About The Newspaper Works 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

To measure and identify the effectiveness of newspaper campaigns To improve understanding of how to use newspapers effectively To improve our understanding of the roles advertising can effectively play in newspapers To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard Why has The Newspaper Works developed an Effectiveness 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 Applications for the metric The Newspaper Works’ effectiveness partner:

Recognised industry measures + Newspaper measures Creative benchmarking measures Ad Recognition Brand Linkage Brand Equity Impact Role Map Newspaper Creative Diagnostics Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

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. All newspaper norm

The second 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. All newspaper norm

Newspaper Creative Benchmarking December 2009

Key research details 6 newspaper ads tested – All ads ran between mid-September and mid-November 2009 – 3 ads ran in Sydney and were tested in Sydney – 3 ads ran in Melbourne and were tested in Melbourne Sample: Australians 16+ (n=307 in total) Fieldwork dates: December 3-11, 2009 Conducted online by Ipsos MediaCT Tested in Melbourne Sample size: n=158 Benchmark for comparison in this report: All newspaper norm December 2009 benchmarking Bonds ad

This is the second BONDS ad tested on the monthly creative benchmark Market: Melbourne Size: 20 x 4 Position: EGN Tested: Nov 09 Market: Sydney Size: FPC Position: EGN Tested: Sep 09

Like the Fathers Day ad before it, ‘Family Jewels’ is also contributing to brand impact on familiarity, relevance and differentiation. Significantly different to All Newspaper Norm at 90% c.l. Brand Equity Impact How the ad influenced perceptions of the brand

Even though Family Jewels rates well on Affinity and Reappraisal, Father’s Day is performing even more strongly, particularly as an extension to its TV activity. RoleMap demonstrates how people respond and interpret newspaper ads

BONDS’ brand perceptions differ by ads While brand consideration for BONDS is strong for both ads, brand likeability appears to be negatively impacted with the Family Jewels execution. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to All Newspaper Norm at 90% c.l. * Caution – small sample size for brand linkage (n=22) Benchmarked in Melbourne Benchmarked in Sydney

Comments ‘Family Jewels’ is the second Bonds ad that has been benchmarked, and is part of a campaign. ‘Family Jewels’ performed well was on recognition and differentiating the brand. The provocative headline rates well. A model wearing the underpants (rather than fully clothed) is likely to improve the scores! These results are an initial guide for a single ad from within a campaign. Indications from other benchmark studies are that multiple execution generate a better response, we would expect the same for Bonds.