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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Kraft Philadelphia Year 2. The client’s view.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. Kraft Philadelphia Year 2 The client’s view “Philadelphia results across two years show that newspapers are effective at building brand values and delivering a significant return on advertising investment. The combination of strong creative and efficient deployment of media space showed us that newspapers can deliver a strong and immediate consumer response, both in their own right and alongside TV.” Sam MitchellMarketing Manager, Philadelphia, UK & Ireland

  3. Kraft Philadelphia Year 2 Headline results TV + newspapers drove 26% sales uplift in 2006, then 18.5% and 16% uplifts for the two 2007 bursts. £ value per burst was similar – despite moving to ½ pages and reducing newspaper spend by 2/3rds 2007 short-term sales uplift for people exposed to any newspaper ads was 2½ times the cost of newspaper ad space Up to 92% of incremental sales were influenced by newspaper exposure Newspapers were much stronger than TV at delivering full price sales Unique visitors to recipes section soared by 5292% in Aug/Sep 2007 TV plus newspapers continued to drive brand equity and other key metrics more strongly than TV solus.

  4. Kraft Philadelphia Year 2 Newspapers are perfect long-term partners to TV for building brands TV and national newspapers – both print and online formats – are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary A second year of brand advertising in newspapers should continue to deliver a strong brand impact, even with reduced newspaper spend and smaller spaces

  5. Kraft Philadelphia Year 2 The creative work Newspaper creative TV creative Online newspaper creative

  6. Kraft Philadelphia Year 2 Test detail Campaign objectives To convince lapsed and occasional users that Philadelphia brings a simple touch of inspiration to many everyday meals Media Plan 305TVRs 427TVRs 518TVRs 219TVRs 239TVRs Research sample: Women 25 – 64, not allergic to dairy productsMedia Source: NMR/BARB/NRS

  7. Kraft Philadelphia Year 2 The findings

  8. Kraft Philadelphia Year 2 TV + newspapers drives sales uplift 28 day sales effect

  9. 14% 43% 35% 48% 75% 92% 13% 61% 49% 52% 25% 8% Apr/May 2006 Mar/Apr 2007 Aug/Sep 2007 Kraft Philadelphia Year 2 Newspaper advertising influences up to 92% of sales uplift Incremental Philadelphia sales due to advertising, by media exposure28 day sales effect TV + NP TV solus NP solus Source: TNS Worldpanel

  10. Kraft Philadelphia Year 2 Newspapers alone drive 43% of extra sales Sales increase due to NP solus exposure 28 day sales effect Share of total incremental sales due to advertising Sales increase, NP solus +15.4% Apr/May 2006 14% +19.7% Mar/Apr 2007 35% +23.4% Aug/Sep 2007 43% Source: TNS Worldpanel

  11. Kraft Philadelphia Year 2 Newspapers deliver full price sales Incremental Sales% normal price vs on promotion Newspaper solus TV solus Source: TNS Worldpanel

  12. Kraft Philadelphia Year 2 Newspapers drive web traffic Uplift in UV web traffic Aug – Sep 2007 Source: Sophus 3

  13. Kraft Philadelphia Year 2 TV + Newspapers boost bonding Brand Dynamics Equity Analysis Post-wave Sep 2007 % points change on pre-wave 2006 TV solus TV + Newspapers 36 53 Bonding -4 +6 81 88 Advantage -3 +1 83 90 Performance +1 -4 85 92 +1 Relevance -2 96 98 0 +1 Presence

  14. Kraft Philadelphia Year 2 Newspapers drive purchase consideration Brand Commitment Likelihood to choose Pre to post % points increase – Top 2 box % 2007 Pre-Apr to Post-Sep 2006 TV solus -8 0 TV + NP +4 +5 Any NP +4 +3

  15. Kraft Philadelphia Year 2 Adding newspapers shifts brand image Brand Image Can be used as an ingredient in cooking Pre-post % points change in endorsing Kraft Philadelphia Pre-post 2006 Pre-Apr to post-Sep 2007 +16 +11 +10 +9 +9 -1 TV solus TV + NP Any NP

  16. Kraft Philadelphia Year 2 Newspapers enhance TV ad engagement Millward Brown – TV Involvement Diagnostics +12 +17 Norm: 698 TV ads Recognise TV + NP Recognise any TV Added effect of NP -+

  17. Kraft Philadelphia Year 2 Newspaper ads highly engaging Millward Brown – TV Involvement Diagnostics +19 Norm: 698 TV ads Recognise any NP Recognise any TV Added effect of NP -+

  18. Kraft Philadelphia Year 2 Newspapers improve response to TV Response to TV ads, Sep 07 % agreeing Added impact of Newspapers MB UK norm - % TV solus TV + NP Contained new information 48 Contained different information 41 Points made were relevant 40 Made brand more appealing 53 Made me more likely to use Philadelphia 36

  19. Kraft Philadelphia Year 2 Newspapers boost emotional connection Advertising measures, Sep 07 – Brand values Helps me to connect and identify more strongly* Top Box – agree strongly %

  20. Kraft Philadelphia Year 2 Newspapers provoke strong re-appraisal Advertising measures, Sep 07 – Re-appraisal Surprising and gets me to think differently* Top Box – agree strongly %

  21. Kraft Philadelphia Year 2 Call to action up 150% when multiple newspaper executions added Advertising measures, Sep 07 – Call to action Gives me a reason to go out and buy* Top Box – agree strongly %

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