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The Newspaper Effectiveness Metric

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

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The Newspaper Effectiveness Metric

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  1. The Newspaper Effectiveness Metric

  2. 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

  3. Why create a Newspaper Effectiveness Metric?

  4. 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

  5. The Newspaper Works’ effectiveness partner

  6. Newspaper Effectiveness Metric In Summary

  7. The Newspaper Effectiveness Metric in summary Recognised industry measures + Newspaper measures Brand measures Ad measures • 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 The Newspaper Works’ effectiveness partner:

  8. 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

  9. Validation of the ‘Roles of Advertising’ measure

  10. Validation of the Roles of Advertising measure The Roles of Advertising • 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 measure demonstrates how consumers connect with newspaper advertising, and provides learnings as to how advertisers can maximise the strategic impact of their advertising

  11. Quantitative and qualitative testing • Shaping the Roles of Advertising statements into consumer language • Nationally representative sample of n=80 • Conducted online Qualitative Testing April 2008 • 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 May-June 2008 Quantitative Testing The Newspaper Works’ effectiveness partner:

  12. 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

  13. Validation of the ‘Roles of Advertising’ measure Selected results from Quantitative testing

  14. Selected results from quantitative testing Preliminary results from validation work Affinity (Re)Appraisal Extension Public Agenda Information Call to Action Source: Quantitative testing of the Roles of Advertising, round 2, stream 3

  15. Selected results from quantitative testing Preliminary results from validation work Affinity (Re)Appraisal Extension Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 1

  16. Selected results from quantitative testing Preliminary results from validation work Affinity (Re)Appraisal Extension Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 2, stream 3

  17. Selected results from quantitative testing Preliminary results from validation work Affinity (Re)Appraisal Extension Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 1

  18. Creation of newspaper Norms

  19. Creation of newspaper norms Benchmark study methodology • 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

  20. Creation of newspaper norms Presentation of ads to respondents • 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

  21. Creation of newspaper norms The Key Newspaper Ad Norms

  22. Ad Recognition

  23. Ad Recognition Q. Do you remember seeing the newspaper ad before? All Newspaper Norm Yes - 13% Source: Benchmark study

  24. Brand Linkage

  25. Brand Linkage Q. You mentioned that you saw the newspaper ad; what brand was it for? All Newspaper Norm Correct brand - 65% Source: Benchmark study

  26. Interest

  27. 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% Source: Benchmark study

  28. Brand Equity Impact

  29. 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 - 25% Top two box - 25% Top two box - 28% Familiarity Relevance Uniqueness Source: Benchmark study

  30. Roles of Advertising

  31. Roles of Advertising

  32. Roles of Advertising Q. Thinking about the newspaper ad, which of the following statements below would you agree with?’ Affinity Extension Reappraisal Public Agenda Information Call to Action Source: Benchmark study

  33. Creative Diagnostics

  34. Creative Diagnostics 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]. negative positive Figures show ‘describes it well’ responses Source: Benchmark study

  35. Benchmarking newspaper creative – an example

  36. 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

  37. Newspaper creative benchmarking example Source: Benchmark study Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

  38. Newspaper creative benchmarking example Brand Equity Impact (%) Source: Benchmark study

  39. Newspaper creative benchmarking example Role of advertising Source: Benchmark study

  40. Newspaper creative benchmarking example Creative Diagnostics negative positive Figures show ‘describes it well’ responses Source: Benchmark study

  41. Appendix: Ads tested in creating the newspaper norms

  42. Appendix: Ads tested in creating the newspaper normsSydney 1

  43. Appendix: Ads tested in creating the newspaper normsSydney 2

  44. Appendix: Ads tested in creating the newspaper normsMelbourne 1

  45. Appendix: Ads tested in creating the newspaper normsMelbourne 2

  46. Appendix: Ads tested in creating the newspaper normsBrisbane

  47. Appendix: Ads tested in creating the newspaper normsAdelaide

  48. Appendix: Ads tested in creating the newspaper normsPerth

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