Suzuki Creative Benchmarking May 2011

About Newspaper Creative Benchmarking

Newspaper Creative Benchmarking Methodology Dedicated methodology, designed to –Measure the effectiveness of newspaper creative –Provide an understanding how to use the newspaper medium more effectively 330 ads tested to date as at March 2011 Commissioned by The Newspaper Works Conducted online by Ipsos Media CT 100+ observations per ad Ads presented in situ on the newspaper page, then full screen Results benchmarked to All Newspaper norm and/or category averages 3 The Newspaper Works’ effectiveness partner:

Automotive benchmarking 55 automotive ads tested to date as at March 2011 –30 ads in automotive study –25 ads in monthly benchmarking 5,500+ ad observations in total Ads selected by The Newspaper Works Skew towards manufacturer ads so Automotive Average is not a true norm Automotive study conducted June – September 2009 Monthly benchmarking ads tested between The Newspaper Works’ effectiveness partner:

Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension * Brand Equity Impact Role Map Action Map * Newspaper Creative Diagnostics Automotive Ad Diagnostics Newspaper Creative Benchmarking Measures See Appendix for more detail * Available for ads tested since March 2010 Recognised industry measures

The Automotive Average vs the All Newspaper Norm

Top Line Measures 7 All Newspaper Norm Automotive Average Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

Brand Equity Impact How the ad influenced perceptions of the brand 8 Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles. All Newspaper Norm Automotive Average

9 Role Map demonstrates how people respond to and interpret newspaper ads The automotive ads tested show a skew towards Affinity and Reappraisal.

10 All Newspaper Norm Automotive Average Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature NEGATIVE POSITIVE

Suzuki Results

12 Suzuki More fun Sydney All Adults 16+ N=109 Tested: March 2011

Suzuki: Top Line Measures 13 Swift is nearly significantly above the norm on recognition and on par for both linkage and interest. All NP Norm Auto Average More fun Caution: Small sample size. Significant up or down vs Automotive norm at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Sample: All 16+ rather than Prospective & Recent car Sample: All 16+ rather than Prospective & Recent car purchasers

Brand Equity Impact How the ad influenced perceptions of the brand 14 Differentiation and understanding adding positively to the Overall equity of Suzuki – with appropriateness coming in below the Auto norm * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive norm at 90% C.I Auto Average More fun

Newspaper auto diagnostics 15 The ad is connecting emotionally by creating excitement, and is at or above the Average on other measures * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive norm at 90% C.I Auto Norm More fun

Emotional connection: Suzuki Swift An overall measure of how the ad engages on an emotional level 16 Emotional connections is double the Average. Significant up or down vs Automotive norm at 90% C.I The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Average More fun * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

17 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive norm at 90% C.I Despite the creative use of space the creative diagnostics are on par for visual aspects but does break the category conventions. The execution scores below norm for more rational takeouts NEGATIVE POSITIVE All NP Norm Auto Norm More fun * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

Interesting and different ads act as a catalyst for emotional engagement 18 Significant up or down vs Automotive norm at 90% C.I The ad tested bellow norm for interest but slightly above for difference. Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 NP Norm = 34 Auto Average = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Norm = 20 Max Survey Score 64 =31 =27 * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

19 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average More fun Significant up or down vs Automotive norm at 90% C.I Almost significant linkage to the TV campaign but significantly low scores for info and call to action * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

Best performing ads on Role Map from Automotive survey x Higher than norm 2.9x Higher than norm 2.3x Higher than norm 2.1x Higher than norm 8.0x Higher than norm 2.4x Higher than norm

The Affinity comparison 21 As at March 2011 (updated monthly). 55 automotive ads tested to date. The highest scoring ads on Affinity feature vibrant visuals.

The Reappraisal comparison 22 As at March 2011 (updated monthly). 55 automotive ads tested to date. The three highest scoring ads on Reappraisal featured environmental messages.

The Information comparison 23 As at March 2011 (updated monthly). 55 automotive ads tested to date. Clear communication of features and model range can both result in strong Information scores.

The Call to Action comparison 24 As at March 2011 (updated monthly). 55 automotive ads tested to date. A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.

The Public Agenda comparison 25 As at March 2011 (updated monthly). 55 automotive ads tested to date. Ads scoring highly on public agenda feature environmental and/or safety messages.

The Extension comparison 26 As at March 2011 (updated monthly). 55 automotive ads tested to date. High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.

More on how newspapers and TV can work harder together 27

3 ads that work well with TV 28 Hybrid Camry Sydney All adults 16+ FPC Tested: March 2010 Fiesta Sydney All adults 16+ FPC Tested: July 2010 Skoda Brisbane Prospective & recent car buyers HP Tested: June 2009

29 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Delivering strong emotional connection as witnessed by high Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey. Significant up or down vs Automotive norm at 90% C.I

30 Role Map demonstrates how people respond and interpret newspaper ads *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action. Camry Significant up or down vs Automotive norm at 90% C.I

31 Role Map demonstrates how people respond and interpret newspaper ads Fiesta* *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure Significant up or down vs Automotive norm at 90% C.I