Newspaper Creative Benchmark Report Chevron July 2011

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

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

Branded Newspaper Benchmarks

Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated Chevron SantosShell GE Australian Mining

Chevron was one of eight ads tested in Sydney Sample: Australians 16+ Sample size: 111 Fieldwork: 20 – 26 July 2011 Conducted online by Ipsos MediaCT Benchmarks used: All Newspaper Norm (see appendix for details) ‘Support Local Companies’ Market: Sydney Size: FPC Position: EGN

Ad scored slightly higher against Norms in respect to Interest. Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research. Attempts at brand linkage including ‘The government’ and ‘Australian mining’ (generically) Significantly different to Newspaper Norms at 90% c.l. Newspaper Norm Nb: very low Brand Linkage sample size N = 9 All branding removed

The ad scored very well against all three Equity measures with significantly high scores for Familiarity / Understanding and Made the Brand Appropriate (relevant) Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

Newspaper Norm Significantly different to Newspaper Norms at 90% c.l. The ad scored well for most positive creative diagnostics and drew in further interest with it’s headline.

54% of respondents were generally correct in their understanding of the key messages in the ad.

What did the respondents say about the ad? Confrontational and brings a point that some people will agree or not agree with. Says everything that needs to be said about globalisation and local companies. It talks about a very important issue. ‘Straightforward and easy to understand. Clear and easy to read without clutter. Interesting ad, more in your face than other newspaper ads. A bold step by an innovative company. Topical & popular stance. A polarising issue. Confrontational & Bold Clear & easy to understand.

The Role Map scores indicated significant results against Public Agenda (as expected) and Re-appraisal. Also, strong scores for driving Affinity. Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

Comparison of Key Benchmarking Metrics

Reappraisal : This ad encourages me to think differently about the advertiser All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack. Newspaper Norms

Affinity : This ad gives me a good feeling about the advertiser Affinity scores were generally high across the board with GE achieving very high and significant scores. The results for Australian Mining were also impressive. Newspaper Norms

Comparative Engagement Metrics For people like me GE was chosen as the ad that had the most to say, relevant to respondents. The Australian Mining ad was considered to be the most ‘WOM’ worthy. Likely to get people talking

Comparative Engagement Metrics Provides Important Information The GE ad achieved much higher scores for being ‘Attention Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were broken space. Chevron did well. The Shell ad was perceived to be providing important information. Verbatims reflected a Reappraisal of Shell as a result of new information. The Chevron ad performed well in comparison Attention Grabbing

Comparative Engagement Metrics Convincing Believable Upon being presented with the ads in the controlled research environment, respondents found the Australian Mining ads to be the most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to respondents lacking familiarity with the advertiser or the complexity of the issues being presented.

All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal As we would expect, they also spoke strongly to the Public Agenda The ad for Chevron was seen as attention grabbing and providing important information Achieved strong scores for ‘headline made me want to stop and read more’ and ‘highlights an important feature’ within Creative Diagnostics While some respondents found the subject matter polarising, in general, they were in agreement that the ad was clear and easy to understand Consequently, the ad achieved significantly high scores for Reappraisal, and was seen as aiding understanding and achieving differentiation from other, similar advertisers In contrast, the ad underperformed versus similar advertisers in being ‘believable’ and ‘convincing’ which was fed back via verbatims that demonstrated a level of cynicism amongst respondents There was also a relatively high number of respondents who did not successfully identify the core message of the ad In summary, the ad has tested well on key creative and brand diagnostics and has successfully driven Reappraisal and Affinity for Chevron Comments

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

Creation of All 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

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. Retail average Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

Another 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. Retail average Statements are tailored to be appropriate to the advertising category.