 How Brand Advertising in Newspapers works best Bonds September 2009

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:

Proprietary newspaper measures

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 September 2009

September 2009 research details 9 newspaper ads tested – The ads ran between July 25 and September 6, 2009 – 8 ran in EGN, 1 in Health section – Ads were selected from Sydney, Melbourne, Brisbane and Perth newspapers – They were tested in the market from which they were sourced Sample: Australians 16+ n=107 for Bonds (n=579 in total) Fieldwork: September 18 – October 1, 2009 Conducted online by Ipsos MediaCT Benchmarks used: All newspaper norm/ Retail average

Ad tested Market: Sydney Size: FPC Position: EGN

Top line measures Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Recognition and interest are at or above newspaper norms, a good result for a topical ad. People attribute the ad to Bonds. Significantly different to All Newspaper Norm at 90% c.l. * * Caution – small sample size (n=21)

The ad is generating affinity with Bonds and stimulating reappraisal. It links well with TV. All Newspaper Norm Bonds

Comments The Bonds ad is eye catching and scores above norm for recognition, despite being a one-off for Father’s Day. People associate the ad with Bonds. The ad is generating affinity with Bonds and stimulating reappraisal. It links well with TV. The ad is contributing to brand equity, making Bonds seem different and relevant. The Bonds ad illustrates advertising around calendar events can be effective.

Best practice ads (RoleMap) September 2009

4.6x Higher than norm 4.7x Higher than norm 1.8x Higher than norm 2.9x Higher than norm 4.6x Higher than norm 3.8x Higher than norm All newspaper norm. As at Dec (Updated monthly) Best performing ads