March 2012

Newspaper Creative Benchmark Report MLA

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: 103

• Test market: Sydney

• Fieldwork: 9th-19th March 2012

• Conducted online by Ipsos MediaCT

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

 

 

Branded Newspaper Benchmarks

Newspaper Norm

The ad meets or exceeds all positive creative diagnostics, especially ‘Looks good’

The results for brand linkage are common for what is an ad from an industry organisation. Interest is high versus Newspaper Norms.

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

Brand linkage n= 8

Branding removed

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

Newspaper Norm

This ad achieves scores that are significantly high versus Newspaper Norms across three important brand equity statements. The ad is deemed to be helping

understanding, to be relevant and differentiating.

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

+14 +12

Newspaper Norm

+23

51% of respondents were generally correct in identifying the standards

initiative. Most were able to link the message to encouragement to eat

beef.

What did the respondents think about the link between the ad and Valentine’s Day?

It seems to promote sales by supermarkets. While I try to purchase

meat from the local butcher

It told me something I didn't know without really trying to sell me the

product, which I like

The beef ad is to the point. Asking customers

to choose the right quality and healthy beef to consume. Symbol of

MSA creates trust.

Not very exciting, doesn't tell me anything about how the animal was raised, how it was fed etc which is much more important

to me than subjective "juiciness" of the meat

This is about meat in supermarkets?Good information without the hard sell

It made me look because I thought it

was a supermarket ad

Gives me a good guide when buying beef

I will perhaps look for the MSA sign on the

packaging.

The word cloud shows a strong link to a ‘quality of beef’ message

This is a high performing ad, achieving significantly high scores on our Role Map for driving Affinity, generating Reappraisal, and addressing the Public Agenda

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

Newspaper Norm

The high performance of this ad follows through to likely actions, with a strong indication of purchase intention (“Buy/Try product”, “Visit store”) and many respondents committing to

“Remember for later”.

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

Newspaper Norm

 

 

Comparison with other ads

Previously Benchmarked for MLA

Tested: Jun 2010 Tested: Jun 2010 Tested: Aug 09

MLA is a high performance newspaper advertiser

MLA rarely misses the mark in developing creative that resonates strongly with respondents. The work generally encourages strong Affinity, Reappraisal and Call to Action, and often helps develop

the Public Agenda

Comparison with other food industry organisations

Tested: Dec 2011

Tested: Oct 2009

Respondents like hearing from ‘the industry’

These RoleMaps demonstrate that respondents care very much about the messages coming from these organisations. They find them to be important issues (Public Agenda), driving Affinity and

Reappraisal, as well as linking to Call to Action behaviour.

Best in show: meat as the hero

Tested: Sept 2010 Tested: Feb 2012

Vs Retail Averages

Image is everything

Respondents loved the ‘Shanks’ ad from Masterfoods as it demonstrated an easy way to get a good looking and delicious meal. The Coles ‘Grill’ ad linked well to their TV presence but in

verbatims, respondents told us they found the images less than appealing (thinking the meat looked dry and overcooked).

• Testing determined that this ad from MSA is a high performing and strong piece of communication

• The creative was received positively by respondents, achieving strong scores for diagnostics ‘Looks Good’

• The ad achieved strong scores against all 6 RoleMap roles but especially for driving Affinity, Reappraisal and addressing the Public Agenda.

• Respondents found the ad to be increasing their understanding of the issue, highly appropriate and differentiating for the category

• As a result there was a very strong purchase intention demonstrated via ActionMap• For future advertising, it may be worth consideration of being more overt on where the

standards apply i.e. to both supermarkets and butchers etc. to avoid the perception this is a supermarket only initiative

• This ad demonstrates a strong example of ‘industry’ advertising with a consumer benefit

 

 

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 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

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 averageStatements are tailored to be appropriate to the advertising category.