the newspaper effectiveness metric
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The Newspaper Effectiveness Metric. Content. Why create a Newspaper Effectiveness Metric? The Newspaper Effectiveness Metric in summary Validation of the ‘Roles of Advertising’ measure Creation of newspaper norms Benchmarking newspaper creative – an example - PowerPoint PPT PresentationTRANSCRIPT
The Newspaper Effectiveness Metric
Content
• Why create a Newspaper Effectiveness Metric?
• The Newspaper Effectiveness Metric in summary
• Validation of the ‘Roles of Advertising’ measure
• Creation of newspaper norms
• Benchmarking newspaper creative – an example
• Appendix: Ads tested in creating the newspaper norms
WHY CREATE A NEWSPAPER EFFECTIVENESS METRIC?
Why did The Newspaper Works create an effectiveness metric?
• Newspapers are pigeon-holed for certain advertising categories and roles• Most tracking metrics are designed for TV, not newspapers• There is no recognised approach to measuring effectiveness in relation to
newspapers
• Need for a metric specifically designed for newspapers– improve understanding of how to use newspapers effectively– demonstrate that newspapers can help build brands and develop emotional
connections– help improve the standard of newspaper creative– provide consistency in the way newspaper effectiveness is measured
The Newspaper Works’ effectiveness partner
NEWSPAPER EFFECTIVENESS METRIC IN SUMMARY
Recognised industry measures
The Newspaper Effectiveness Metric in summary
• Brand Awareness • Brand Image • Brand Commitment • Brand Involvement• Brand Equity• Brand Sensitivity• Category/Brand Ad
Awareness
• Ad Recognition • Brand Linkage• Interest• Brand Equity Impact• Roles Of Advertising• Newspaper Creative Diagnostics • Message Take-out• Emotional Response
Brand measures Ad measures
+ Newspaper measures
The Newspaper Works’ effectiveness partner:
Uses of the metric
Case studies
Newspaper 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
VALIDATION OF THE ‘ROLES OF ADVERTISING’ MEASURE
Validation of the Roles of Advertising measure
• While it is widely accepted that newspapers are effective in conveying information and generating a call to action, it is not as well understood that newspapers are powerful across a broader range of strategic roles, particularly in the area of brand building.
• Six distinct, but not mutually exclusive, strategic roles that newspaper advertising can play were originally identified by the Newspaper Marketing Agency in the UK.
• The Newspaper Works set out to comprehensively validate these roles in Australia with our research partner Ipsos Media CT.
• A combination of qualitative and quantitative testing led to the creation of measures that identify the roles that newspaper ads can play and discriminate between them
The Roles of Advertising
The Roles of Advertising measure demonstrates how consumers connect with newspaper advertising, and provides learnings as to how advertisers can
maximise the strategic impact of their advertising
Quantitative and qualitative testing
April 2008
May-June2008
• Shaping the Roles of Advertising statements into consumer language
• Nationally representative sample of n=80• Conducted online
Qualitative Testing
QuantitativeTesting
• Testing of the Roles of Advertising statements against a range of ads
• Two-stage process, with second stage testing revised versions of some statements
• Population representative sample of the five mainland state capitals
• n=1628 across the two stages• Conducted online
The Newspaper Works’ effectiveness partner:
The Roles of Advertising
• The qualitative and quantitative testing resulted in the consumer statements below, describing the six strategic roles that newspaper advertising can play
Strategic Role Description
Affinity Gives me a good feeling about the brand
Reappraisal Encourages me to think differently about the brand
Information Gives me more information about the brand
Call to Action Gives me a reason to buy, use or find out more about the brand
Public Agenda Raises an important issue/cause
Extension Reminds me of the TV advertising for the brand
SELECTED RESULTS FROM QUANTITATIVE TESTING
Validation of the ‘Roles of Advertising’ measure
Preliminary results from validation workSelected results from quantitative testing
Affinity
(Re)Appraisal
Information
Call to Action
Public Agenda
Extension
Source: Quantitative testing of the Roles of Advertising, round 2, stream 3
Preliminary results from validation work
Sources: Ad results: Ipsos validation study, round 1Norm: Ipsos benchmark study, n=1500
Selected results from quantitative testing
Affinity
(Re)Appraisal
Information
Call to Action
Public Agenda
Extension
Source: Quantitative testing of the Roles of Advertising, round 1
Preliminary results from validation work
Sources: Ad results: Ipsos validation study, round 1Norm: Ipsos benchmark study, n=1500
Selected results from quantitative testing
Affinity
(Re)Appraisal
Information
Call to Action
Public Agenda
Extension
Source: Quantitative testing of the Roles of Advertising, round 2, stream 3
Preliminary results from validation work
Sources: Ad results: Ipsos validation study, round 1Norm: Ipsos benchmark study, n=1500
Selected results from quantitative testing
Affinity
(Re)Appraisal
Information
Call to Action
Public Agenda
Extension
Source: Quantitative testing of the Roles of Advertising, round 1
CREATION OF NEWSPAPER NORMS
Creation of 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
Benchmark study methodology
Creation of newspaper norms
• In-situ presentation ensures the ads are perceived as newspaper not magazine ads• Ad then presented full screen, for easier reading• Respondent also able to zoom in to read copy at any stage
In-situ
Full screen
Presentation of ads to respondents
THE KEY NEWSPAPER AD NORMSCreation of newspaper norms
Ad Recognition
QuestionDo you remember seeing the newspaper ad before?
•Yes •No
Also known as Prompted ad awareness, prompted recall, executional cut through
Relevance to advertisers
Indicates extent to which the advertising creative cuts throughMain indicator against which media agencies are assessed
Ad Recognition
13
87
Ad Recognition
Yes No
Q. Do you remember seeing the newspaper ad before?
All Newspaper Norm
Yes - 13%
Source: Benchmark study
Brand Linkage
QuestionYou mentioned that you saw the newspaper ad; what brand was it for?
• Open ended response
Also known as Brand recognition, branding
Relevance to advertisers Indicates whether consumers register the brand in the ad
Brand Linkage
Q. You mentioned that you saw the newspaper ad; what brand was it for?
65
35
Brand Recognition
Correct Incorrect/ Don't know
All Newspaper Norm Correct brand - 65%
Source: Benchmark study
Interest
Questions
Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. •What the ad said or showed was interesting to me
Relevance to advertisers
Provides a measure (self reported) of the interest in the advertising message.
17
15
34
27
7
What the ad said or showed was interesting to me
Strongly Agree
Somewhat Agree
Neither Agree Nor Disagree
Somewhat Disagree
Strongly Disagree
Interest
Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND].
Top two box - 34%
Source: Benchmark study
Brand Equity Impact
Questions
Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. •The ad made the brand seem different from other brands in the category (uniqueness)•The ad made the brand appear to be appropriate and fit in with my lifestyle and needs (relevance)•The ad improved my familiarity and understanding of what the brand is about (familiarity)
Relevance to advertisers
Indicates the effect the ad is having on the key components of the brand’s brand equity -
FamiliarityRelevanceUniqueness
16 17 1615 15 17
41 42 42
23 21 205 4 5
The ad improved my familiarity and understanding of what the
brand is about
The ad made the brand appear to be appropriate and fits in with
my lifestyle and needs
The ad made the brand seem different from other (categorys)
Strongly Agree
Somewhat Agree
Neither Agree Nor DisagreeSomewhat Disagree
Strongly Disagree
Brand Equity Impact
Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND].
Top two box - 28%
Top two box - 25%
Top two box - 25%
Familiarity
Relevance
Uniqueness
Source: Benchmark study
Roles of Advertising
QuestionThinking about the newspaper ad, which of the following statements below would you agree with?’(Mark as many or as few as you want)
Relevance to advertisers
Measures consumer response against 6 key advertising roles that newspaper advertising can perform -
1. Affinity2. Reappraisal3. Information4. Call to action5. Public Agenda6. Extension
Roles of Advertising
Strategic Role Statements
Affinity Gives me a good feeling about the brand
Reappraisal Encourages me to think differently about the brand
Information Gives me more information about the brand
Call to Action Gives me a reason to buy, use or find out more about the brand
Public Agenda Raises an important issue/cause
Extension Reminds me of the TV advertising for the brand
Roles of Advertising
Affinity
Reappraisal
Information
Call to Action
Public Agenda
Extension
Q. Thinking about the newspaper ad, which of the following statements below would you agree with?’
Source: Benchmark study
Creative Diagnostics
Question
Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND].
• Has a great picture of the product• Doesn’t grab my attention• Looks dull and boring• Is similar to all the other ads for (category)• Is cluttered• Has too much information• Being in a newspaper helps to make the ad believable• Makes it easy to see what is on offer• Headline made me want to stop and read more• Is a good looking ad• Catches my eye
Relevance to advertisers
Measures consumer reaction to specific aspects of the creative execution Provides an indication of the how/ why the ad is working or not working
Has great picture of product
Doesnt grab my attention
Looks dull and boring
Similar to all other ads for (category)
Is cluttered
Has too much informationBeing in newspaper helps make ad believable
Makes it easy to see what is on offer
Headline made me want to read more
Is a good looking ad
Catches my eye
Creative Diagnostics
Figures show ‘describes it well’ responses
Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND].
positive negative
Source: Benchmark study
BENCHMARKING NEWSPAPER CREATIVE – AN EXAMPLE
Newspaper creative benchmarking example
• This Woolworths ad was randomly selected as part of the Benchmark Study, which created the newspaper norms
• The following slides show its performance against the norms
Newspaper creative benchmarking example
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Source: Benchmark study
Newspaper creative benchmarking example
Brand Equity Impact (%)
Source: Benchmark study
Newspaper creative benchmarking example
Role of advertising
Source: Benchmark study
Newspaper creative benchmarking example
Creative Diagnostics
Has great picture of product
Doesnt grab my attention
Looks dull and boring
Similar to all other ads for (category)
Is cluttered
Has too much informationBeing in newspaper helps
make ad believable
Makes it easy to see what is on offer
Headline made me want to read more
Is a good looking ad
Catches my eye
All newspaper norm Woolworths weekly specials ad
positive negative
Figures show ‘describes it well’ responses
Source: Benchmark study
APPENDIX: ADS TESTED IN CREATING THE NEWSPAPER NORMS
Appendix: Ads tested in creating the newspaper normsSydney 1
Appendix: Ads tested in creating the newspaper normsSydney 2
Appendix: Ads tested in creating the newspaper normsMelbourne 1
Appendix: Ads tested in creating the newspaper normsMelbourne 2
Appendix: Ads tested in creating the newspaper normsBrisbane
Appendix: Ads tested in creating the newspaper normsAdelaide
Appendix: Ads tested in creating the newspaper normsPerth