Newspaper Creative Benchmark Report Skoda

March 2012

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

Toyota was included in the December 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:

• Toyota was one of three ads tested in Sydney

• Sample: Australians 16+ , n=98

• Fieldwork: 2nd – 12th December 2011

• Conducted online by Ipsos MediaCT

• Benchmarks used: • Automotive Averages

• Newspaper Norms

• Newspaper Averages ( for Action Map comparisons, data available from March 2010)

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

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Toyota ads being benchmarked Ad benchmarked

Click the ad to view the copy

 

 

Branded Newspaper Benchmarks

Automotive Average

Newspaper Norm

Respondents found the ad to be cluttered and containing a lot of information. Compared to other auto ads, respondents found it to be lacking in typical attention

grabbing devices. It does not necessarily follow that this ad did not meet it’s objectives, as we will demonstrate further into this presentation.

While Ad Recognition and Brand Linkage fall below Norms, Interest is on par with Norms, once the brand has been revealed to respondents.Significantly different to

Auto Average at 90% c.l.

Branding removed

Automotive Average

Newspaper Norm

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

This ad meets Norms for three key brand equity statements.Significantly different to Auto Average at 90% c.l.

Automotive Average

Newspaper Norm

Newspaper Auto Diagnostics

Against Auto Diagnostics, Skoda has performed well. Respondents find that it ‘Looks like a car to be proud of’ and

‘Shows a potential lifestyle’Significantly different to Retail Average at 90% c.l.

Automotive Average

Newspaper Norm

31% of respondents were able to play back specific elements of the messaging while a further 48% understood that the key

communication was regarding a new car and the benefits.

Respondents successfully reiterated key words from the ad’s messaging including ‘superb’ and ‘luxury’

What did the respondents say about the ad?

The headline definitely makes you want to read the text, but the text is

too dense

the car looks sleek and stylish. A beautiful safe car for a family looking for a station wagon.

The car looks fantastic in the picture, but looks expensive

something I would not be able to afford

The ad was good, attention grabbing,

excellent imagery but the brand, due to its dubious

past, would struggle to get its message across.

It is a bit cluttered, you don’t need that much

info on an advert because no one will

read it. but the set up is nice looking

It really highlights what’s different in Skoda and

gives a good description and information

It made a good impression on me this

Skoda certainly does not look like the one I had back in the 90's much

more stylish.

Looks good / luxuriousLots of text!

Different for Skoda

The RoleMap results for the Skoda ad identify it as a high performing piece of communication. The ad significantly increased respondent Affinity to Skoda, encouraged Reappraisal, and gave respondents a

lot of Information about the brand. All good results.

Significantly different to Auto Average at 90% c.l.

Automotive Average

Newspaper Norm

These ActionMap results are typical for the Auto category and do not accurately reflect the long tail of attributes that determine decision making in the auto category.

Automotive Average

Newspaper Norm

 

 

Performance Comparisons

Previously tested Skoda

Tested August 2008 Tested July 2009

In comparison to previously tested ads for Skoda, this ad has performed well at delivering Information as well as strong levels of Affinity and Reappraisal.

Automotive Average Newspaper Norm

Comparison vs the Category Leader

July 2011 December 2011

Three different messages generating three different RoleMaps

Automotive Average Newspaper Norm

The Toyota ‘Family is Fragile’ ad achieved high levels of Affinity, drove the Public Agenda, using safety features as the main message. Toyota’s Lifetime of Advantages offer is a good all round

winner in respondent’s eyes.

Comparison with Another Auto Challenger : Kia

Tested: June 2009

Skoda vs Kia

Automotive Average Newspaper Norm

Kia is another auto brand that has struggled with perception problems in Australia. In 2009 we tested two different message approaches from Kia. The 4 page ad appeared in a Budget

feature and positioned Kia as a budget ‘saviour’ brand. The second ad positioned their Cerato badge as an upscale alterarntive to German luxury brands. Of the two, this is the ad that resonated

most strongly with respondents, driving significant levels of brand reappraisal.

Long Copy for Auto

July 2010

Long Copy Can Work!

The ad for Hyundai works more to generate brand Affinity while the Skoda ad delivers Information, and a stronger level of Reappraisal. Both brands would be pleased with this RoleMap status.

Automotive Average Newspaper Norm

• While respondents offered some criticisms of the creative execution, ultimately the ad was successful at generating significant Affinity and driving brand Reappraisal, off the back of providing relevant information

• While verbatims and creative diagnostics indicate a problem with the long copy, it doesn’t detract from delivery of the overall message

• Against Equity metrics, this ad met and in some instances exceeded Norms.• Based on the tested response to this ad, Skoda is becoming a brand that people will be

proud to drive and fits in with their lifestyle• This ad for Skoda helps position the brand favourably against both direct and indirect

competitors

• 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

• Testing of randomly selected and hand picked newspaper display ads• Over 3,000 ad observations in total• 25 test ads (27 randomly selected, 9 hand picked)• 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, 2009

Creation of Automotive Averages

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.