The Newspaper Effectiveness Metric. Content Why create a Newspaper Effectiveness Metric? The...

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




Affinity

(Re)Appraisal

Information

Call to Action

Public Agenda

Extension

Source: Quantitative testing of the Roles of Advertising, round 2, stream 3




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%


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


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%


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)


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


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)


Measures consumer response against 6 key advertising roles that newspaper advertising can perform -

1. Affinity2. Reappraisal3. Information4. Call to action5. Public Agenda6. Extension


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


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?’


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


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


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


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


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


Brand Equity Impact (%)



Role of advertising




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


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

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