what makes a great newspaper ad
TRANSCRIPT
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Why study newspaper ads?
Can great newspaper ads be measured
and analyzed?
The message of great newspaper adsshould be on target.
Are position, section, placement, size, orcolor the keys to a great newspaper ad?
WEB and Editorial
Overview
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Why study newspaper ads?
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1.5 1.5
2.2 2.3
3.3
4.5
5.6
0
1
2
3
4
5
6
7
Single
copies
32-44
pages
Magazines 45-68
pages
69-120
pages
121-220
pages
221-401
pages
1 Section 7-10 Sections4-6 Sections3 Sections2 Sections
Need for measuring ad effectiveness
Risk Index
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Time reading pages
20 2123
2527
31
3537
26
17
13
109
7
0
5
10
15
2025
30
35
40
32 33-64 65-96 97-128 129-
192
193-
256
256-
Pages
TimeSpent
Minutes reading newspaper Seconds reading per page
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37%
45%
50%
56%
31%
40%
46%
53%
0% 10% 20% 30% 40% 50% 60%
Quarter page
Half page
Full page
Spread
Recall Effective recall
Ad recall and effective recall in USA(section 1)
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31%
40%
46%
53%
6%
5%
4%
3%
0% 10% 20% 30% 40% 50% 60%
Quarter page
Half page
Full page
Spread
Recall Confusion
Effective recall and confusion - USA
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Can great newspaper ads be
measured and analyzed?
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Perception Attention Cognition Emotion Memory Behavior
Information Processing
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17
29
24
29
26
30
28
69
44
27
31
87
58
47
0 10 20 30 40 50 60 70 80 90 100
Have bought/will buy
Visit store
Look for more information.
Benefit
Positive Attitude
Overall impression
Original
Easy to understand
New information
Interesting
Directed to me
Previous knowledge
Advertiser Identification
Ad RecallAd Recall
Brand
Appeal
Usefulness
Four critical areas of measurement
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The message of great newspaper
ads should be on target.
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Who is looking at the advertisement
1 = All2 = Men
3 = Women
4 = 16 to 29
5 = 30 to 49
6 = 50 plus
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Total Marks
40%
17%
Women gave it higher marks ??????
Total Men Women 1634 35-54 55 up
Case Study
Neutrogena Ad
Mens Product
Color Ad, half page
In Sports Section
Suitable for me
Total Men Women 1634 35-54 55 up
38%27%
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Case Study
HBO targeted reach
HBO intended to move 80% of its print budget to a competitor.
HBO believed the competitor had better demographics for their target viewers
The newspaper responded with a measurement of an ad on
the HBO series Big Love.
Results: Excellent ad recallHit HBO target demos
El Universal saved the HBO Budget
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Are position, section, placement,
size, design or color the keys togreat newspaper ads?
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Ad Size
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Ad size-relating ad recall to age
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
1933 1936 1939 1942 1945 1948 1951 1954 1957 1960 1963 1966 1969 1972 1975 1978 1981 1984 1987
Full page
Half pageQuarter page
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Ad Color
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34%
43%47%
52%
36%
44%
49%54%
38%
47%53%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Quarter page Half page Full page Spread
b/w spot 4 color
Ad recall in USA (display, section 1)
11%
9%
13%
12%
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21%
24%23%
27%25%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Half page Full page
b/w spot 4 color
Ad recall in USA - Classified
19%
29%
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Ad Position
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Ad Position
Chilis case study
Chilis Requested: First Section
Right Hand Page
Near the front
Chilis Ad Ran: Page 80
Left Hand Page
Not Near the front
One very unhappy customer!
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Ad Position
Chilis case study
Total Men Women 16-34 35-54 55 up
Results of ad measurement: 69% ad recall!
92% benefit to me!
This was also supported by an
excellent response from the customers.
Total Men Women 16-34 35-54 55 up
Response of Advertiser:
One Very Happy Customer!
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With 39% of the total readership readingthe auto section, the ad recall changesfrom 32% of the total to 82% for the
reader of the auto section
32
82
0
10
20
30
40
50
60
70
80
90
All readers Auto section reader
Section Placement-
Affinity
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Ad Brand Awareness
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Brand Awareness-
Case Study MRF
Regional Auto Dealers Association
Wanted own identity
Move entire ad budget from newspaper
Start MRF newspaper
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Brand Awareness-
Campaign Results
Dealer Auto Sales Results
8-15%
Q4 2005
12-21%
Q1 2006
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Ad Environment
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Quality Editorial makesgreat
newspaper ads
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989
Ad/Article recall by age
All articles measured
All ads measured
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Concepts forGreat Newspaper Adsalso
make great Web Ads
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Size
Color
Position
Effective recall
Time spent reading matters
Ad ratio and page number.
Frequent advertisers
The reader predisposition
All ads and campaigns can improve
Great Newspaper Ads
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Summary Statement
Making great newspaper ads is not just an end
result, but it is a process that builds successful,consultative sales relationships between media and
advertisers.
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Bob BuschRAM Strategic Marketing
Telephone +1 904 994 9997
Data Sources: The data within this presentation was derived from the Research
And Analysis (RAM) database of 4.8 million interviews