how brand advertising in newspapers works best
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4. How Brand Advertising in Newspapers works best. AAMI. June 2009. 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 - PowerPoint PPT PresentationTRANSCRIPT
How BrandAdvertising in Newspapers works best
AAMI
June 2009
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:
Proprietary newspaper measures
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
Retail Creative BenchmarkingJune 2009
Key research details
• 9 newspaper ads tested– All ran in Sydney and were tested in Sydney
– All ran in EGN
– Ads ran mid-late May
• Benchmark: Retail average
• Sample: Australians 16+ in Sydney (n=311 in total)
• 100+ observations for each ad
• Fieldwork: 4-10 June 2009
• Conducted online by Ipsos MediaCT
Market: SydneySize: Full pagePosition: EGN
Ad tested
Top line measures
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Very strong recognition and interest. Brand linkage is understandably lower
given it’s a one-off topical adSignificantly different to Retail average at 90% c.l.
+18
+18
Strong brand advertising making use of a public agenda angle and linking
with TV
All Newspaper NormAAMI
Comments
• Clever topical ad that successfully reinforces previous AAMI advertising to build the brand
• Capitalising on an issue in the public arena can also impact positively on brand values and generate reappraisal
• Strong showing across all main measures
• A great use of newspapers