Newspaper Creative Benchmarking AUGUST 2011

Significantly different to Retail Average at 90% c.l. All Newspaper Norms Heart Foundation Ad size: HPC Appeared: July 2011 Position: EGN Ads tested: Sydney, Three in total Research Sample: n=109, P16+ Benchmark: Newspaper Norm Methodology Executive Summary RoleMap™ This is a highly successful piece of communication which does an excellent job of communicating a serious issue, well The ad has achieved significant scores for all six Roles of Newspapers, and is now our leading ad for the roles of Public Agenda, and Information The ad generates significant interest and an intention to seek more information, with the use of a compelling ‘tool’ in the form of the checklist, that respondents appreciate This ad has enjoyed some of the best results of ads we’ve tested in recent times, and as a result is now placed within Top Five rankings for key metrics collected since 2008 The ad has performed exceptionally well and has exceeded all Role Map norms to significant levels. As we would expect, the role of Public Agenda is seen as very important. 1

“Recognise symptoms for a heart attack” “How to recognise a heart attack and the actions to take” “Plan to survive heart attack” The vast majority of opinion based verbatims were very positive and quite similar, reflecting the clarity and appeal of the message. Creatively, the ad performs well against all positive diagnostics and especially well against ‘Highlights an important feature’. 87% of respondents were correct or generally correct in their responses and understood the key message was around preparedness and identifying heart attack. A further 12% mentioned ‘heart attack’ in their response. This is an excellent result that reflects clear piece of communication. Diagnostics Main Message “I like that it gives good useful information that is believable.” “‘The ad is more relevant than other ads since its focus is something that could effect me or people I know.” “I think its a great idea as I work with patients who have had heart attacks and its scary how little they know.” Opinion of the ad

A broader interpretation of ‘brand’ to include ‘blood bank’ would result in 100% brand linkage (n=20), reflecting a strongly recognisable campaign. Interest is significantly high. The ad was viewed as being well written (performing to significantly high levels versus norms), clever and highly attention grabbing. The Info Map shows that respondents found the ad to be convincing, believable and providing important information. Topline Measures Idea Gauge InfoMap ™

Creative Benchmark Comparisons Newspaper Norms The ‘Healthy Measures’ ad for the Australian Government achieved significantly high scores for Extension off the back of a high spend TV campaign and scored well above Norms on Public Agenda and Reappraisal. In comparison, the ad for the Heart Foundation has achieved high scores on all measures The Government ad supporting Quitline achieved high scores for Affinity and providing Information. Verbatims showed that respondents appreciated the ‘factual’ approach. Similar feedback was received in relation to the Heart Foundation ad which also resulted in high Affinity scores.

Ad Outcomes The ad has done an excellent job at driving awareness of the issue and has encouraged respondents to seek further information Where this ad ranks in our database* *Ads tested Since 2008 For more information on this ad and others in our Creative Benchmarking series, please contact Rachael Lonergan on (02) or thenewspaperworks.com.au Newspaper Creative Benchmarking is a component of the Newspaper Effectiveness Metric, which is run by industry marketing body, The Newspaper Works. As at June 2011, we have tested over 320 ads, across many categories. To learn more about who we are, our testing methodology and to access further information, please visit us at #1 highest result for ‘What the ad said was Interesting to me’ #1 highest result for Public Agenda / Role Map #1 highest result for Information / Role Map #1 for ‘Highlights an important feature’ 1