How BrandAdvertising in Newspapers works best

December 2009

BONDS

Update

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About The Newspaper Works

• 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

• To measure and identify the effectiveness of newspaper campaigns

• To improve understanding of how to use newspapers effectively

• To improve our understanding of the roles advertising can effectively play in newspapers

• To improve the standard of newspaper creative

• To provide a consistent metric that is accepted as the industry standard

Why has The Newspaper Works developed an Effectiveness metric?

Case studiesNewspaper

creative benchmarking

Category deep dives

Pre/post effectiveness studies, measuring in-market effects

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

Applications for the metric

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Creative benchmarking measures

Ad Recognition

Brand Linkage

Brand Equity Impact

Role Map

Newspaper Creative Diagnostics

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

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.

All newspaper norm

The second 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.

All newspaper norm

Newspaper Creative BenchmarkingDecember 2009

Key research details

• 6 newspaper ads tested

– All ads ran between mid-September and mid-November 2009

– 3 ads ran in Sydney and were tested in Sydney

– 3 ads ran in Melbourne and were tested in Melbourne

• Sample: Australians 16+ (n=307 in total)

• Fieldwork dates: December 3-11, 2009

• Conducted online by Ipsos MediaCT

• Tested in Melbourne

• Sample size: n=158

• Benchmark for comparison in this report: All newspaper norm

December 2009 benchmarking

Bonds ad

This is the second BONDS ad tested on the monthly creative benchmark

Market: MelbourneSize: 20 x 4Position: EGNTested: Nov 09

Market: SydneySize: FPCPosition: EGNTested: Sep 09

Like the Fathers Day ad before it, ‘Family Jewels’ is also contributing to brand impact on familiarity, relevance and differentiation.Significantly different to All

Newspaper Norm at 90% c.l.

Brand Equity ImpactHow the ad influenced perceptions of the brand

+11 +13 +11

Even though Family Jewels rates well on Affinity and Reappraisal, Father’s Day is

performing even more strongly, particularly as an extension to its TV activity.

RoleMap demonstrates how people respond and interpret newspaper ads

BONDS’ brand perceptions differ by ads

While brand consideration for BONDS is strong for both ads, brand likeability appears to be negatively

impacted with the Family Jewels execution.

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Significantly different to All Newspaper Norm at 90% c.l.

* Caution – small sample size for brand linkage (n=22)

Benchmarked in Melbourne

Benchmarked in Sydney

+31 +26

+46+29

Comments

• ‘Family Jewels’ is the second Bonds ad that has been benchmarked, and is part of a campaign.

• ‘Family Jewels’ performed well was on recognition and differentiating the brand. The provocative headline rates well.

• A model wearing the underpants (rather than fully clothed) is likely to improve the scores!

• These results are an initial guide for a single ad from within a campaign. Indications from other benchmark studies are that multiple execution generate a better response, we would expect the same for Bonds.