February 2012 Newspaper Creative Benchmark Report Sun Rice

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

This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 108 Test market: Melbourne Fieldwork: 5 th -12 th February 2012 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details)

Branded Newspaper Benchmarks

Newspaper Norm The ad performs better than Norms against many positive statements including “Has a great photo/image” and “Looks good”. It also achieves a high score for “Has too much information” however it does not necessarily follow that the ad does not meet it’s communication objectives.

Ad recognition and brand linkage are not incongruent with the results from a new campaign or irregular advertiser within newspapers. The ad generates interest above Newspaper Norms. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

The ad performs significantly above Newspaper Norms against three key brand metrics. It is seen as highly relevant and different to other brands in the category. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

83% of respondents were able to feedback specific elements of the messaging with 42% generally correct in many aspects of message comprehension (the bottom two categories)

What did the respondents say about the ad? I like the ad because it shows nice looking food that is also healthy, and informative. Most other ads I've seen aren't as informative or descriptive. It's a good idea putting the sandwich ideas in the ad, makes you want to try it more, something different. Tailoring the ad to the health and wellbeing articles on the page seems like advertising being made in to news. healthy and fresh Different to expectations Healthy and fresh Offers ideas/solutions As I am a real "foodie", I really looked at and enjoyed reading this ad - I generally take little notice of ads. I think it is a very good ad, showing what you can ad to the rice cakes to make a very tasty and healty light meal or snack I don't like rice cakes so was not interested

The word cloud shows the most common language associated with the ad plays back key messages very strongly.

This is a high performing ad, achieving significantly high results versus Newspaper Norms for driving Affinity, generating Reappraisal and encouraging a Call to Action Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

This ad significantly drives three key ‘actions’ that lead directly to purchase intention and long term brand awareness. Significantly different to Newspaper Norm at 90% c.l. Newspaper Average

Comparison with other ads

Comparitive ads February 2012 May 2010 November 2011

Food performs well in newspapers The Vita Weat ad comparing their lack of flavour enhancers versus a competitive brand performs well against all Role Map measures, while the Praise recipe ad helped them gain Affinity, Reappraisal and Call to Action

The ‘”light” message February 2012 March 2011

‘Light’ and practical is a winning message Comparing the strategy of the Sunrice ad to those of Diet Coke and Special K, we see a much stronger result for Sunrice in respect to Brand metrics and Call to Action. This may be due to the useful information Sunrice provides in terms of a healthy lunch, more than the depiction of an image some readers may find an unrealistic goal.

“This ad encourages me to think differently about the brand” Our FMCG Top Ten* : Reappraisal * Across 68 ads tested from 2008 to Feb 2012

This is a good example of a food advertiser using a practical application of the product to drive renewed product consideration and trial The ad positions the product as relevant and different versus competitors and drives a strong call to action Message comprehension was clear, and off the back of the ad, purchase intentions were significantly above Newspaper Averages We would consider this ad to be amongst our ‘high performers’ and it sits within our Top Ten for FMCG products driving brand reappraisal as a result of their Newspaper advertising strategy. Food is a growing category for newspaper advertising and we are seeing more and more food advertisers setting the bar for effective newspaper communication.

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. February 2012 (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.