October 2011

Newspaper Creative Benchmark Report Dulux

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

• Noted Ad Appearance: Sunday Tasmanian, 4th Sept

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 119

• Test market: Melbourne

• Fieldwork: 14th-21st October 2010

• Conducted online by Ipsos MediaCT

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

 

 

Branded Newspaper Benchmarks

Newspaper Norm

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

The ad achieves very high scores for many positive creative diagnostics including ‘Great photo/image’ and ‘Catches my eye’. The ad’s challenge is in the clear articulation of the

message, falling behind somewhat on ‘Makes it easy to see what is on offer’.

Upon learning the ad was for Dulux, respondents were very interested, however ad recognition and brand linkage was poor

which can be due to many factors such as the weight of the campaign or the timing of research. Certainly, some verbatim

feedback was that the ad was for a TV brand.

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

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

Caution: very low sample sizes for brand linkagen=2

Branding removed

Newspaper Norm

The ad has achieved better than average scores for generating Familiarity & Understanding, and is seen as Appropriate. The ad

achieved significantly high scores for Differentiation vs similar brandsSignificantly different to Retail Average at 90% c.l.

+16

Newspaper Norm

35% of respondents were generally correct in their understanding of the ad’s main messages. A further 34% mentioned paint but there was some

confusion over the role of the TV within the image.

What did the respondents say about the full page ad?

It's interesting and eye catching. Speaking

about paint isn't the most exciting thing in the world, but Dulux

tends to lighten it up a bit

I feel grumpy about the ad because I don't know what it means for a paint to have

"high resolution" and why it is necessary for

a paint.

I thought it was advertising a television!

Is it for a TV?I love the dog!

Dulux is a good brand

Having seen the ad, I'll keep Dulux in mind for if I ever want bright colour. It's a nice ad - eye

catching and clever. The only issue is that people might think it's an ad for a TV and just skim over it unless they're actually

wanting a TV.

I have seen the ad before but it really didn't catch my

attention. I prefer the Dulux paint ad with the big

white fluffy dogs!It makes me feel like

they have quality paint and colours

Like the ad very much. The bright colour (of course!!), just enough info. Love the dog!!

Says a lot with few words. The colour does

the talking.

The Word Cloud demonstrates concepts such as ‘definition’ and

‘quality’ being articulated within message

comprehension verbatims

This ad has achieved significantly high scores for Affinity ( 3.5x the norm) and achieves excellent results for driving Reappraisal and a Call to Action.

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

Newspaper Norm

Linking back to the strong Affinity scores, we see the most likely action being driven by this ad as ‘Remember for Later’ with better than average scores achieved for ‘Buy/Try’

and ‘Visit store / Look out for’ . This is an especially good result given our sample is broad and not restricted to those considering home improvements etc.

% scores

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

Newspaper Norm

• Creatively, the ad is viewed in a significantly positive light, and it achieves significantly high scores for• Great photo/image• Catches my eye• Looks good

• Scores for Interest were at higher than average levels, with significantly high scores achieved for Differentiation versus similar brands.

• The ad also achieved significantly high scores for driving Affinity.• The ActionMap showed a high number of respondents keen to ‘Remember for Later’ and

‘Buy/Try’ the product which is especially encouraging as the test sample was broad (P16+)

 

 

Comparison with other ads

Targeting the ‘home improver’

March 2011October 2011 October 2009

Three different approaches

Newspaper Norm

This ad from Freedom is as all white, as the Dulux ad is red. Using a dominant colour (or in Freedom’s case, no colour) has helped both ads stand out to achieve strong Affinity scores.

The Ikea ad was topical in nature and helped that brand drive both Affinity and Reappraisal.

Looking good, and gaining Affinity

Affinity Has a great photo / image

Its not surprising to find that a compelling and well presented image, and successful Affinity results, go hand in hand. Over the 4 years we’ve been testing ads, we’ve learned that most

people, love images of fresh and delicious looking food, as well as images of dogs! A number of ‘opinion’ verbatims for the Dulux ad, mentioned the Dulux dog in a very positive way.

 

 

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. October 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.