How Brand Advertising in Newspapers works best

1. 4 How Brand Advertising in Newspapers works best AAMI June 2009

2. About The Newspaper Works • Established in 2006 by the major Australian newspaper publishers: • News Limited • Fairfax Media (including Rural Press) • APN News and Media • West Australian Newspapers • Represents paid national, metropolitan, regional and community titles. • Primary aims: • To promote newspapers as a powerful medium for advertisers • To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

3. Why has The Newspaper Works developed an Effectiveness metric? • To measure and identify the effectiveness of newspaper campaigns • To improve understanding of how to use newspapers effectively • To improve our understanding of the roles advertising can effectively play in newspapers • To improve the standard of newspaper creative • To provide a consistent metric that is accepted as the industry standard

4. Applications for the metric Case studies Newspaper creative benchmarking Category deep dives Comprehensive analysis of how newspapers can best be used to influence purchase behaviour Pre/post effectiveness studies, measuring in-market effects Comparison of creative against category averages The Newspaper Works’ effectiveness partner:

5. Creative benchmarking measures Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

6. Proprietary newspaper measures

7. Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. All newspaper norm

8. The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. All newspaper norm

9. Retail Creative Benchmarking June 2009

10. Key research details • 9 newspaper ads tested • All ran in Sydney and were tested in Sydney • All ran in EGN • Ads ran mid-late May • Benchmark: Retail average • Sample: Australians 16+ in Sydney (n=311 in total) • 100+ observations for each ad • Fieldwork: 4-10 June 2009 • Conducted online by Ipsos MediaCT

11. Ad tested Market: Sydney Size: Full page Position: EGN

12. Top line measures +18 +18 Very strong recognition and interest. Brand linkage is understandably lower given it’s a one-off topical ad Significantly different to Retail average at 90% c.l. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

13. Strong brand advertising making use of a public agenda angle and linking with TV All Newspaper Norm AAMI

14. Comments • Clever topical ad that successfully reinforces previous AAMI advertising to build the brand • Capitalising on an issue in the public arena can also impact positively on brand values and generate reappraisal • Strong showing across all main measures • A great use of newspapers