newspaper creative benchmark report jetstar / tourism tasmania april 2011
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Newspaper Creative Benchmark Report Jetstar / Tourism Tasmania
April 2011
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
Jetstar was included in the April 2011 study
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
• Jetstar was one of five ads tested in Sydney
• Sample: Australians 16+
• Sample size: 117
• Fieldwork: 14–19 April 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
Branded Newspaper Benchmarks
“Launceston $99”Market: SydneySize: BSPosition: TravelPlaced: April 2011
Ads benchmarked
There is a strong level of brand linkage and a significant level of interest shown by respondents to the ad.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
*
Significantly different to Newspaper Norms at 90% c.l.
+23
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
The ad demonstrates strong visual appeal and exceeds most positive metrics.
Newspaper Norm
68% of respondents were generally correct in identifying the key messages in the ad
Example verbatims from comprehension included:
“Cheap price and I have always wanted to visit Tassie”
“$99 fares to Launceston”
“It shows the natural beauty of Tasmania, while linking it to another advertisement. This is very
effective.”
“Launceston is an amazing place…leaves you lost for words”
Respondents were mostly very clear on the purpose of the ad. Example verbatims of their opinion of the ad included:
‘Scenic and pretty’, ‘I like it. It creates a sense of calm.’
‘Great photo of scenery. Image makes me want to go to Tasmania’
The ad performed significantly well against all three equity driving measures, seen as helping familiarity, relevance and differentiation.
Significantly different to Newspaper Norms at 90% c.l.
+15 +17 +20
The ad has performed very well both as a brand message and a retail driver. Arrows denote scores significantly higher than Norms.
The most likely action coming from the ad is ‘remember for later’ (which helps ad Launceston to the consideration list) as well as
being a strong word of mouth driver. The ad is also likely to generate websearch.
% scores
Comparing to a similar offer, different approach
Market: BrisbaneSize: StripPosition: EGNTested: Aug 2008
The contrast in Role Maps shows how a striking visual image can elevate a price pointed ad to drive affinity as well as call to action
Newspaper Norm
Respondents agree:“This ad made Jetstar seem different to other Tourism advertisers”
It also helped to differentiate Jetstar more than previous ads tested.
Significantly different to Newspaper Norms at 90% c.l.
+17 +20
Top Performers on Rolemap
This ad achieved significantly high scores versus Newspaper Norms for the following strategic roles
Role Newspaper Norm Jetstar
Highest Scores to Date in Database
8 27 40
10 42 51
17 32 49
6.2x Higher than
norm
5x Higher than
norm
2.1x Higher than
norm
2.9x Higher than
norm
7.8x Higher than
norm
3.8x Higher than
norm
All newspaper norm. June 2011 (Updated monthly)
• The combination of a great image and a strong offer, has worked very well for Jetstar with the Launceston ad, generating high levels of Affinity, Reappraisal and Call to Action
• The ad helped position Jetstar as both relevant and different and generated strong intentions to ‘remember for later’ which is typical of Tourism destination marketing
• Of the Jetstar ads we’ve tested since 2008, this one has garnered the highest levels of Interest
• This is a great example of an airline carrier working hand in glove with a tourism destination to generate a strong reader response
• 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.