myer was included in the december 2010 study (3 ads)

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

Myer was included in the December 2010 study (3 ads)

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

• Myer was one of three ads tested in Melbourne (separate streams for each ad)

• Sample: Australians 16+

• Sample size: 103-106

• Fieldwork: 3-8 December 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: All newspaper norm (see appendix for details)

Market: MelbSize: FP Position: NIMTested: Nov 2010

Christmas is very well recognised with brand linkage also strong. Interest is directionally high vs. 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.

*

* Caution – small sample size | Brand linkage sample size: Christmas n=29

Retail Average

**New measure introduced in March 2010, norms are not available

The general association with ‘Help’ is coming through clearly.

**New measure introduced in March 2010, norms are not available

The Christmas help offer strikes a chord. It’s prompting strong Affinity while still meeting Retail call to action averages.

Retail Average

Christmas performs consistently across all three measures and significantly above the retail average

for differentiation.

+11

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

Retail Average

Mostly stimulating visitation, yet inspiring some purchase & web search.

Colour of numbers relates to the highest scoring ad and reflects key above. **New measure introduced in March 2010, norms are not yet available

Myer Christmas is now the strongest retail ad on Affinity. MyStyle 09 rounds out the top 5 for retail.

The strongest performers stimulating retail visitation aren’t always price/product led, however Myer is second only to Woolworths for this

format of call to action advertising.

3.1x Higher than

retail average

5.7x Higher than

retail average

1.7x Higher than

retail average

2.2x Higher than

retail average

4.4x Higher than

retail average

3.8x Higher than

retail average

All newspaper norm. December 2010 (Updated monthly)

• Recent activity has performed well against averages and other Myer activity.

• Stronger recognition scores are particularly encouraging, a likely reflection of the different approach for Christmas and potentially colour choice (Super Saturday).

• Christmas Help is performing as intended in prompting a brand response, and is the strongest retail ad tested on this measure.

• Conversely and just as positively, Super Saturday is amongst the top four performers on stimulating store visitation as measured by ActionMap.

• A great result across both types of activity

• 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.

All newspaper norm

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.

All newspaper normStatements are tailored to be appropriate to the advertising category.