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Newspaper Creative Benchmarking

AUGUST 2011. Newspaper Creative Benchmarking. Methodology. Ads tested: Sydney, Three in total Research Sample: n=109, P16+ Benchmark: Newspaper Norm. Ad size: FPC Appeared: July 2011 Position: Good Weekend. Executive Summary.

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Newspaper Creative Benchmarking

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  1. AUGUST 2011 Newspaper Creative Benchmarking

  2. Methodology Ads tested: Sydney, Three in total Research Sample: n=109, P16+ Benchmark: Newspaper Norm Ad size: FPC Appeared: July 2011 Position: Good Weekend Executive Summary • This is a highly successful piece of communication which does an excellent job of communicating a serious issue, well. • The ad has achieved significant scores for all six Roles of Newspaper advertising, with respondent brand linkage virtually 100% • The ad generates an intention for behavioural change with the use of a compelling story that respondents appreciate • This ad has enjoyed some of the best results of ads we’ve tested in recent times, and as a result is now placed within Top Five rankings for key metrics collected since 2008 RoleMap™ The ad has performed exceptionally well and has exceeded all Role Map norms to significant levels. As we would expect, the role of Public Agenda is seen as very important. All Newspaper Norms ARCBS Significantly different to Retail Average at 90% c.l.

  3. Diagnostics Creatively, the ad performs well against all positive diagnostics and especially well against ‘Highlights an important feature’. “Donate blood so people in need have a better chance at life” Main Message 83% of respondents were correct or generally correct in their responses around message comprehension. This is a very high result, reflecting an appealing ad , clearly communicated “'Giving blood is important and can help lives” “Giving blood saves lives” “Why not donate blood?” “Donate blood!” Opinion of the ad The vast majority of opinion based verbatims were very positive and quite similar, reflecting the clarity and appeal of the message. A small number of respondents mentioned that they were unable to donate and the ad reminded them of this in a negative way, but these were a small percentage. “I think it reminds people about what use blood can be used for and the difference it can make to someone’s life.” “‘Its down to earth and straight to the point. Leaves you thinking.” “'It highlights a very important issue. We go about our lives & don't think about doing something so simple that can change someone elses life.”

  4. Topline Measures A broader interpretation of ‘brand’ to include ‘blood bank’ would result in 100% brand linkage (n=20), reflecting a strongly recognisable campaign. Interest is significantly high. +35 Idea Gauge The ad was viewed as being well written (performing to significantly high levels versus norms), clever and attention grabbing. +17 The Info Map shows that respondents found the ad to be convincing, believable and providing important information InfoMap ™

  5. Creative Benchmark Comparisons Newspaper Norms The ‘Healthy Measures’ ad for the Australian Government achieved significantly high scores for Extension off the back of a high spend TV campaign and scored well above Norms on Public Agenda and Reappraisal. In comparison, the ad for the ARCBS has achieved high scores on all other measures The Government ad supporting Quitline achieved high scores for Affinity and providing Information. Verbatims showed that respondents appreciated the ‘factual’ approach. Similarly, the feedback for the ad from the ARCBS showed benefits from providing factual examples which our respondents related to well.

  6. Ad Outcomes All key measured outcomes achieved scores at significant levels. There is certainly no shortage of good intentions being generated off the back of this advertising. Where this ad ranks in our database* Newspaper Creative Benchmarking is a component of the Newspaper Effectiveness Metric, which is run by industry marketing body, The Newspaper Works. As at June 2011, we have tested over 320 ads, across many categories. To learn more about who we are, our testing methodology and to access further information, please visit us at http://www.thenewspaperworks.com.au #3 highest result for Public Agenda #3 highest result for Affinity #10 highest result for Reappraisal Equal #1 for brand linkage For more information on this ad and others in our Creative Benchmarking series, please contact Rachael Lonergan on (02) 9692 6370 or email rachaellonergan@ thenewspaperworks.com.au #5 for ‘Highlights an important feature’ #3 for generating ‘Interest’ amongst Govt, Charities, Industry Bodies and Utilities categories *Ads tested Since 2008

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