October 2011 Newspaper Creative Benchmark Report Nicorette

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

Ad Appearance: Daily Telegraph, October 5 th This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 119 Test market: Melbourne Fieldwork: 14 th -21 st October 2010 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norm (see appendix for details)

Branded Newspaper Benchmarks

Newspaper Norm The results for Creative Diagnostics all meet or exceed positive Norms, achieving strong scores for ‘Looks good’ and ‘Catches my eye’ Significantly different to Retail Average at 90% c.l.

The scores on Top Line Measures are likely to be a reflection of the timing and weight of the campaign, at the time of research. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Retail Average at 90% c.l. Caution: very low sample sizes for brand linkage n=6 Branding removed Newspaper Norm

The ad generated significant levels of increased familiarity and understanding, which was reflected in verbatims. The ad also performed well at generating differentiation from competitive brands. Significantly different to Retail Average at 90% c.l. Newspaper Norm +19

55% of respondents were generally correct in their comprehension of the ad’s key message (Better taste etc) while a further 34% recognised the ad for the purpose of the product.

What did the respondents say about the full page ad? I hope it's true because when I was quitting the taste wasn't that great Others prefer the taste - maybe I will too It was very detailed and colourful. It caught my attention. Not relevant to me (self identified non-smokers) Mint taste is an improvement Fresh and colourful It is eye-catching and I like the "icy fresh" suggestions about the mint flavoured gum. The colours were fresh indicating that the gum would have a fresh taste Could help my son The main message ("STOP SMOKING, you nitwit!") is a bit overshadowed by sidelines like it being sugarless and having a mint taste. Looks good but I don't smoke so probably wouldn't read to much about it

The Word Cloud demonstrates respondents picking up on concepts like ‘breath’, ‘fresh’ and even ‘attractive’

The ad has achieved significantly high scores for both Affinity and as we might expect, Public Agenda. The scores for Information and Reappraisal are also very good results. Significantly different to Retail Average at 90% c.l. Newspaper Norm

Given our sample is broad (P16+) and not specifically smokers, it’s encouraging to see strong ActionMap results for ‘Remember for Later’ (tied to the strong Affinity results), good results for ‘Tell Friends or Family’ as well as ‘Web Search’ % scores Significantly different to Retail Average at 90% c.l. Newspaper Norm

Creatively, the ad is viewed in a significantly positive light, and it achieves high scores ‘Looks good’ and ‘Highlights an important feature Significantly high scores are achieved for generating ‘Understanding/familiarity’ And achieved better than average scores for ‘Differentiation’ The ad also achieved significantly high scores for driving Affinity Public Agenda And achieved very high scores for Information Call to Action Our test sample is quite broad and we suspect that has we been able to narrow the sample to smokers only, the scores achieved would likely have been amplified.

Comparison with other ads

Three different approaches to tackling smoking cessation April 2011October 2011Feb 2010

Wanting to quit is the easy part Newspaper Norm We see all three of these ads performing strongly against Public Agenda. The ‘Roo’ ad from Nicabate used a ‘double whammy’ of using a Topical strategy to generate strong interest. The ‘Stop Smoking, Start Repairing’ ad from the Government, was well received as being practical and useful Information, rather than scare tactics.

March 2010August 2011 Personal, versus the public good October 2011

Strong Affinity results go hand in hand with strong Call to Action for Food. Newspaper Norm The Government ad ‘Healthy Measures’ did a great job at generating Reappraisal, by delivering Information relevant to the Public Agenda (and creating a Call to Action). The ad for ARCBS achieved strong levels of Affinity and Reappraisal and is literally off the charts at generating a strong response for Public Agenda.

Top Performers on Rolemap

6.2x Higher than norm 5x Higher than norm 2.4x Higher than norm 2.9x Higher than norm 8.0x Higher than norm 3.8x Higher than norm All newspaper norm. October 2011 (Updated monthly)

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.