1. Newspaper Creative Benchmark Report Skoda March 2012

2. 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 Toyota was included in the December 2011 study

3. 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:

4. Toyota was one of three ads tested in Sydney Sample: Australians 16+, n=98 Fieldwork: 2 nd – 12 th December 2011 Conducted online by Ipsos MediaCT Benchmarks used: Automotive Averages Newspaper Norms Newspaper Averages ( for Action Map comparisons, data available from March 2010)

5. 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

6. 6 Toyota ads being benchmarked Ad benchmarked Click the ad to view the copy

7. Branded Newspaper Benchmarks

8. Automotive Average Newspaper Norm Respondents found the ad to be cluttered and containing a lot of information. Compared to other auto ads, respondents found it to be lacking in typical attention grabbing devices. It does not necessarily follow that this ad did not meet it’s objectives, as we will demonstrate further into this presentation.

9. While Ad Recognition and Brand Linkage fall below Norms, Interest is on par with Norms, once the brand has been revealed to respondents. Significantly different to Auto Average at 90% c.l. Branding removed Automotive Average Newspaper Norm Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

10. This ad meets Norms for three key brand equity statements. Significantly different to Auto Average at 90% c.l. Automotive Average Newspaper Norm

11. Newspaper Auto Diagnostics Against Auto Diagnostics, Skoda has performed well. Respondents find that it ‘Looks like a car to be proud of’ and ‘Shows a potential lifestyle’ Significantly different to Retail Average at 90% c.l. Automotive Average Newspaper Norm

12. 31% of respondents were able to play back specific elements of the messaging while a further 48% understood that the key communication was regarding a new car and the benefits.

13. Respondents successfully reiterated key words from the ad’s messaging including ‘superb’ and ‘luxury’

14. What did the respondents say about the ad? The headline definitely makes you want to read the text, but the text is too dense the car looks sleek and stylish. A beautiful safe car for a family looking for a station wagon. The car looks fantastic in the picture, but looks expensive something I would not be able to afford The ad was good, attention grabbing, excellent imagery but the brand, due to its dubious past, would struggle to get its message across. It is a bit cluttered, you don’t need that much info on an advert because no one will read it. but the set up is nice looking It really highlights what’s different in Skoda and gives a good description and information It made a good impression on me this Skoda certainly does not look like the one I had back in the 90's much more stylish. Looks good / luxurious Lots of text! Different for Skoda

15. The RoleMap results for the Skoda ad identify it as a high performing piece of communication. The ad significantly increased respondent Affinity to Skoda, encouraged Reappraisal, and gave respondents a lot of Information about the brand. All good results. Significantly different to Auto Average at 90% c.l. Automotive Average Newspaper Norm

16. These ActionMap results are typical for the Auto category and do not accurately reflect the long tail of attributes that determine decision making in the auto category. Automotive Average Newspaper Norm

17. Performance Comparisons

18. Previously tested Skoda Tested August 2008 Tested July 2009

19. In comparison to previously tested ads for Skoda, this ad has performed well at delivering Information as well as strong levels of Affinity and Reappraisal. Automotive Average Newspaper Norm

20. Comparison vs the Category Leader July 2011 December 2011

21. Three different messages generating three different RoleMaps Automotive Average Newspaper Norm The Toyota ‘Family is Fragile’ ad achieved high levels of Affinity, drove the Public Agenda, using safety features as the main message. Toyota’s Lifetime of Advantages offer is a good all round winner in respondent’s eyes.

22. Comparison with Another Auto Challenger : Kia Tested: June 2009

23. Skoda vs Kia Automotive Average Newspaper Norm Kia is another auto brand that has struggled with perception problems in Australia. In 2009 we tested two different message approaches from Kia. The 4 page ad appeared in a Budget feature and positioned Kia as a budget ‘saviour’ brand. The second ad positioned their Cerato badge as an upscale alterarntive to German luxury brands. Of the two, this is the ad that resonated most strongly with respondents, driving significant levels of brand reappraisal.

24. Long Copy for Auto July 2010

25. Long Copy Can Work! The ad for Hyundai works more to generate brand Affinity while the Skoda ad delivers Information, and a stronger level of Reappraisal. Both brands would be pleased with this RoleMap status. Automotive Average Newspaper Norm

26. While respondents offered some criticisms of the creative execution, ultimately the ad was successful at generating significant Affinity and driving brand Reappraisal, off the back of providing relevant information While verbatims and creative diagnostics indicate a problem with the long copy, it doesn’t detract from delivery of the overall message Against Equity metrics, this ad met and in some instances exceeded Norms. Based on the tested response to this ad, Skoda is becoming a brand that people will be proud to drive and fits in with their lifestyle This ad for Skoda helps position the brand favourably against both direct and indirect competitors

28. 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

29. Testing of randomly selected and hand picked newspaper display ads Over 3,000 ad observations in total 25 test ads (27 randomly selected, 9 hand picked) 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, 2009 Creation of Automotive Averages

30. 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

31. 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.

32. 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.

33. 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.