Mitsubishi 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

Mitsubishi Results

12 Driving Deals Sydney All adults 16+, n=100 FPC Tested: September 2009 Pajero GLS Cdi Sydney Prospective & recent car buyers 28 x 5 Tested: June 2009 Lancer Brisbane Prospective & recent car buyers Broken space Tested: June 2009 Pajero Adelaide Prospective & recent car buyers HP Tested: June 2009

13 Driving Deals Sydney All adults 16+, n=100 FPC Tested: September 2009

Top line measures 14 All NP Norm Auto Average Driving Deals* 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 Creative on par with every top line measure Note the difference between the Auto and All NP norm for linkage suggesting that the entire category could improve branding

Brand equity impact: How the ad influenced perceptions of the brand 15 * 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 Driving Deals* Creative within norm across measures and so is contributing to the overall equity of Mitsubishi

Newspaper auto diagnostics 16 Auto Average Driving Deals* * 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 Creative on par across all auto measures and so is also contributing to the overall equity of Mitsubishi

Emotional connection: Driving Deals An overall measure of how the ad engages on an emotional level 17 Emotional connection in line with 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 Norm Driving Deals* * 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 Creative bellow norm for both interest and difference. Our research suggests that high interest and difference scores are also correlated to improved brand impact by delivering greater cut through. 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 =13 =31 * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

19 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive norm at 90% C.I NEGATIVE POSITIVE All NP Norm Auto Average Driving Deals* * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Respondents score the creative both cluttered and easy to read! Ad scores badly on category differentiation.

20 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Norm Driving Deals* Significant up or down vs Automotive norm at 90% C.I Creative in line with Auto Averages across all measure. Performance on information and campaign linkage. * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

21 Comparison: vs Nissan No-Nonsense *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Norm No-Nonsense delivering greater emotional connection through reappraisal and also doing very well against both information and call to action Driving deals* No Nonsense

22 Pajero GLS Cdi Sydney Prospective & recent car buyers 28 x 5 Tested: June 2009

Top line measures 23 All NP Norm Auto Average Pajero GLS Cdi 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 Creative in line with auto norms across recognition and interest. Linkage sample size too small to draw conclusions.

Brand equity impact: How the ad influenced perceptions of the brand 24 Significant up or down vs Automotive norm at 90% C.I Auto Average Pajero GLS Cdi Creative above par on all equity measures positively contributing to the overall Mitsubishi Equity. Different is statistically up on Auto norm

Newspaper auto diagnostics 25 Auto Average Pajero GLS Cdi Significant up or down vs Automotive norm at 90% C.I Pajero creative scores significantly above norm on three measures. Strong lifestyle and excitement scores for the ad.

Emotional connection: Pajero GLS Cdi An overall measure of how the ad engages on an emotional level 26 Emotional connection better than 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 Norm Pajero GLS Cdi

27 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive norm at 90% C.I NEGATIVE POSITIVE All NP Norm Auto Average Pajero GLS Cdi Pajero creative scores well on visual elements but not significantly so. Headline is significantly above but not in the top5 ads surveyed.

Interesting and different ads act as a catalyst for emotional engagement 28 Significant up or down vs Automotive norm at 90% C.I Creative tested on or above norm for both interest and difference Our research suggests that high interest and difference scores are correlated to improved brand impact by delivering greater cut through. Min Survey Score = 22 NP Norm = 34 Auto Norm = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =33 =29

29 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Norm Pajero GLS Cdi Significant up or down vs Automotive norm at 90% C.I Despite not returning standout scores on interest and different this creative delivers strong emotional connection through Affinity but doesn't cut through on information or call to action

30 Comparison: vs Patrol All NP Norm Auto Average Patrol Pajero Clearly, Pajero is delivering higher emotional engagement than Nissan together with stronger rational take out

31 Lancer Brisbane Prospective & recent car buyers Broken space Tested: June 2009

Top line measures 32 All NP Norm Auto Norm Lancer 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 Recognition can be affected by timing of research and weight of campaign. However, interest is nearly significantly up on the Auto Average. Suggesting that the creative might benefit from heavier weights.

Brand equity impact: How the ad influenced perceptions of the brand 33 Significant up or down vs Automotive norm at 90% C.I Auto Norm Lancer Lancer delivered scores at or above Average across all measures, contributing positively to the overall Mitsubishi equity

Newspaper auto diagnostics 34 Auto Average Lancer Significant up or down vs Automotive norm at 90% C.I The creative delivered on (or slightly below) par across each of the Auto diagnostics

Emotional connection: Lancer An overall measure of how the ad engages on an emotional level 35 Emotional connection is in line with 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 Norm Lancer

Interesting and different ads act as a catalyst for emotional engagement 36 Significant up or down vs Automotive norm at 90% C.I Creative tested significantly up on interest and on norm for difference Our research suggests that high interest and difference scores are also correlated to improved brand impact by delivering greater cut through. 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 =25 =45

37 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive norm at 90% C.I NEGATIVE POSITIVE All NP Norm Auto Average Lancer * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers The creative delivering very strong scores on features and ease. Lancer recording the #2 ease score in survey behind VW golf (which interestingly also used a similar creative structure with feature pullouts)

38 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Norm Lancer Significant up or down vs Automotive norm at 90% C.I Understandably, the execution is delivering strongly on information and call to action

39 Pajero Adelaide Prospective & recent car buyers HP Tested: June 2009

Top Line Measures 40 All NP Norm Auto Average Pajero 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 Creative is in line with Auto Average on recognition and interest. Linkage is not meaningful due to a small sample size

Brand equity impact: How the ad influenced perceptions of the brand 41 Significant up or down vs Automotive norm at 90% C.I Auto Norm Pajero Equity scores within norm for each measure with the creative adding positively to the overall equity

Newspaper auto diagnostics 42 Auto Average Pajero Significant up or down vs Automotive norm at 90% C.I Besides Lifestyle this execution is under on the Auto diagnostics. Probably due to the desired message.

Emotional connection: Pajero An overall measure of how the ad engages on an emotional level 43 Emotional connection is on par with 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 Norm Pajero

44 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive norm at 90% C.I NEGATIVE POSITIVE All NP Norm Auto Average Pajero Although average on most measures, the creative delivers a top 3 score for feature takeout

Interesting and different ads act as a catalyst for emotional engagement 45 Significant up or down vs Automotive norm at 90% C.I Creative tested just above norm for both interest and difference Our research suggests that high interest and difference scores are also correlated to improved brand impact by delivering greater cut through. Min Survey Score = 22 NP Norm = 34 Auto Norm = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =28 =36

46 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Norm Pajero Significant up or down vs Automotive norm at 90% C.I Creative delivers emotional connection with good affinity and reappraisal scores. In line with other safety based creative in our study, public agenda is significantly high.

47 Comparison: two Pajero executions All NP Norm Auto Average Pajero Pajero GLS Cdi The two creative executions work differently as expected. Taking campaign linkage aside, one seems to be stronger along affinity and the other the crucial safety / public agenda score

Mitsubishi’s performance against claimed key consumer criteria x higher (a lifestyle ad) NORM +1.0x higher (a lifestyle ad) +1.5x higher (a lifestyle ad) -0.9x higher (a lifestyle ad)

Mitsubishi’s performance against claimed key consumer criteria x higher (excitement) NORM -0.8x higher (Excitement) -0.6x higher (excitement) -0.8x higher (Excitement)

Interesting and different ads act as a catalyst for emotional engagement 50 Significant up or down vs Automotive norm at 90% C.I The chart shows the relative scores across the key metrics of interest and difference Our research suggests that high interest and difference scores are correlated to improved retail and brand impact by delivering greater cut through. Min Survey Score = 22 NP Norm = 34 Auto Norm = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =13 =31 =33 =29 =25 =45 =28 =36

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

More on how newspapers and TV can work harder together 52

3 ads that work well with TV 53 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

54 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

55 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

56 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