February 2012

Newspaper Creative Benchmark Report Coles

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

Coles Ads Tested To Date

November 2008 May 2009 June 2009 August 2009May 2009

March 2010 June 2010 February 2011 June 2011June 2011

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 99

• Test market: Sydney

• Fieldwork: 5th-12th February 2012

• Conducted online by Ipsos MediaCT

• Benchmarks used: Retail Averages(see appendix for details)

• Ad Appearance:

– Sun Herald, Sunday October 23rd 2011

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 102

• Test market: Sydney

• Fieldwork: TBC December 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

Ad shown as it appeared in the Sun Herald on October 23rd, 2011

Branded Newspaper Benchmarks

Retail Averages

Most responses to the creative were positive with high scores achieved for ‘Has a great photo/image’, ‘ Looks good’ and ‘Makes it easy to see whats on offer’

Brand linkage was well above Average and Interest levels were very high versus Retail Averages

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.

Retail Averages

Respondents found the message to be significantly appropriate or relevant for Coles to advertiseSignificantly different to Retail

Average at 90% c.l.

Retail Averages

While only 37% of respondents played back specific messages from the advertising, a

further 55% were able to position it in the right context. 43% of those would have become

‘correct’ had they offered a small amount of further information e.g. some wrote ‘Meat

kebabs’ or ‘Aussie Day BBQ’

What did the respondents say about the ad?

Similarly cluttered like other supermarket

adverts

Well the ad is very well done as it grabs your attention and is very

appetising. In other words I'd buy the product.

The ad is really great, especially with the picture really clear and appealing, eye

catching really caught my attention

I liked that the prices are on the ad so you don't

have to go in to the store to find out the price.

Attention grabbimgAussie made is goodGood to show pricing

It appears like a page out of a catalogue

Like that the Australian made logo/stamp is

clearly visible

I believe the Made in Australia angle is very important to

any company.

The word cloud leaves no doubt what people perceive as the main message of

the ad.

Respondents agree this ad makes them think of the TV advertising, with this ad achieving significantly high scores for Extension. This ad also helps drive brand Affinity at significantly

high levels.

Significantly different to Retail Average at 90% c.l.

Retail Averages

The ad achieves significantly high scores at generating product purchase and store visitation intentions, which is obviously the key objective of any supermarket

advertising. It is highly effective at achieving these objectives.

Significantly different to Retail Average at 90% c.l. % scores

Retail Averages

 

 

Comparison with other ads

Comparing Some of Coles’ Action Map Results

The ‘1/2Price’ DPS from Feb ‘11 has achieved the highest scores for both ‘Try/buy’ and ‘Visit Store/Look out for’. Worth noting that statistically, the difference between a 35%

score and a 31% score is not meaningful.

%

Our Supermarket Top Ten* : ActionMap results for ‘Visit Store’

* Of 15 tested against ActionMap metric, introduced March 2010

Coles holds 5 out of the Top Ten for driving supermarket visitation through their newspaper advertising.

All Retail Categories: “Visit Store”

47 43 43 36 36

The retail advertising that generates the highest likelihood of store visitation appears to have one of two qualities.

1)A surprising change or unique approach (triggering Reappraisal)2)Lots of choice! (a strong retail offer)

• Off the back of their ‘No added hormones’ Beef campaign, this ad for Coles has received very high scores against Extension and Affinity

• It is highly motivating towards product purchase and store visitation which means this ad has been a highly effective Newspaper ad for Coles

• In terms of call to action metrics, it has a similar level of effectiveness to the highly successful ‘Feed Your Family’ execution.

• Coles now dominates our Supermarket ‘Top Ten’ for driving store visitation, with 5 out of the ten spots.

 

 

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.1x Higher than

norm

2.9x Higher than

norm

7.8x Higher than

norm

3.8x Higher than

norm

All newspaper norm. Dec 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

• Testing of randomly selected and hand picked newspaper display ads• Over 7,000 ad observations in total• 36 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, July-August and October –

November 2008• Sample size 2,475

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 averageStatements are tailored to be appropriate to the advertising category.