March 2012

Newspaper Creative Benchmark Report Leggo’s

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.

A monthly study designed;

•To measure and identify the effectiveness of newspaper creative

•To help improve understanding of how to use newspapers effectively

•To improve the understanding of the roles newspaper advertising can play

•To improve the standard of newspaper creative

•To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 103

• Test market: Sydney

• Fieldwork: 9th-19th March 2012

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

This ad appeared on Valentine’s Day, 2012

 

 

Branded Newspaper Benchmarks

Newspaper Norm

Respondents found this ad appealing across all positive creative diagnostics with very high scores achieved against “Has a great photo/image” and “Looks good”

Given the ad is topical in nature, we would not expect high scores for Ad recognition as the campaign weighting is limited. Brand linkage

was very strong (amongst a small sample) with Interest levels slightly higher than Newspaper Norms

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

Brand linkage n= 8

Branding removed

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

Respondents found the ad to be both appropriate and differentiating, awarding the ad scores that are significantly higher than newspaper norms for these equity

measures.

Significantly different to Newspaper Norm at 90% c.l.

+14 +12

Newspaper Norm

Most people understood the message was for pasta sauce, however 51%

were able to play back more specific elements of the messaging

What did the respondents think about the link between the ad and Valentine’s Day?

It annoys me that you only love Leggos on

Valentines, day - I use this pasta all the time and the sauce not just

Valentine's day

It refers to spaghetti bolognese which is Italian and Italians are known for

putting love into their food. Everyone loves spaghetti Bolognese

it works but only just, maybe if they did a

special pasta with hearts or flowers it would be

better.

The brand colours fit well with Valentines Day, and also conveys

that Valentines Day does not need to be an extravagant affair

but you can use Leggos pasta sauce to make a delicious meal for a loved one or your whole

family on Valentines Day.

Food and love goes togetherNot just for Valentine’s Day!

Valentine's day is about bringing two together. The point

was well made.

For me except for the kiss I can see no reason to link it to Valentine's day but what would I

know!

corny

The word cloud shows a strong connection to Valentine’s Day

The ad made respondents feel good about Leggo’s, with Affinity scores significantly higher than Newspaper Norms.

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

The ad performed really well at driving intention to purchase with ActionMap scores for ‘Buy/try the product’ significantly greater than Norms

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

 

 

Comparison with other ads

A Saucy Comparison

Tested February 2012 Tested October 2011

Masterfoods turns the category upside down

Obviously pasta sauce and tomato sauce serve different purposes. However with a similar creative strategy, the Masterfoods ad achieves stronger RoleMap scores overall versus Heinz, which achieves good scores but not to the same level of significance. The ‘proudly made down

under’ line from Masterfoods linked well to their placement of this ad on Australia Day, provoking high scores against Public Agenda, Affinity and Call to Action.

Our FMCG Top Ten : Has a great photo/image

Leggo’s is #10 on this list (ads tested since 2008). Food ads perform best in newspapers when high impact, uncluttered imagery links to a strong idea or event.

Since 2010, Norms not available

Our FMCG Top Ten : “Is clever”

Respondents found the Leggo’s ad to be ‘clever’ in the way it drew their attention by stepping outside of category norms. Other ads respondents consider ‘clever’ demonstrate an appreciation

for fun concepts and strong visuals.

• Testing showed that this ad from Leggo’s made a successful link between the product and the topicality of Valentine’s Day

• The creative was received very positively by respondents, achieving strong scores for diagnostics such as “Great photo/image” and “Catches my eye”

• The ad helped increase respondents affinity and drive reappraisal towards Leggo’s and was considered to be amongst the most ‘clever’ ads we’ve tested within the FMCG category

• Respondents found the ad to be relevant and differentiating for the category and as a result there was a strong purchase intention demonstrated via ActionMap

• Verbatim response was positive overall, with some comments suggesting the ad being linked to Valentine’s Day was limiting for the brand, and should encompass more opportunities to use the pasta sauce

• Perhaps the start of a tactical newspaper strategy!• All in all, we consider this a strong example of how timely and topical placement in

newspapers coupled with strong creative, can provide a boost to your brand

 

 

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.4x Higher than

norm

2.9x Higher than

norm

8.0x Higher than

norm

3.8x Higher than

norm

All newspaper norm. February 2011 (Updated monthly)

• 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

Creation of All 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

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.

Retail average

Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action.

Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.

Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad.

New measure introduced in March 2010, norm not yet available.

Another 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.

Retail averageStatements are tailored to be appropriate to the advertising category.