Transcript Project bluesky/ readership issues

Newspaper ads that demonstrate the
strategic role of Conveying Information
Six Strategic Roles
S
There are many ways to create powerful connections with readers when you
advertiser in newspapers; whether the story you’re telling is intended to
inform, entertain, inspire, stimulate thinking, generate feelings or even change
behaviour.
These six distinct, but not mutually exclusive, strategic roles that newspapers
can play were originally identified by The Newspaper Marketing Agency in the
UK.
These roles have subsequently been validated by Ipsos Media CT and The
Newspaper Works through a combination of qualitative and quantitative
testing.
Their definitions
S
The Role Map demonstrates how consumers connect with newspaper
advertising across the six strategic roles, comparing the performance of
newspaper creative against a footprint of all ads tested, or in the case of the
six roles, comparing the performance of creative against a footprint of all ads
tested.
Retail average
About the research
Phase 1
• 36 newspaper ads tested to establish All Newspaper Norm and Retail
Average footprints
– Wave 1: July-August 2008, 27 randomly selected retail ads tested
– Wave 2: October-November 2008, 9 additional hand picked retail ads tested
• Sample: Australians 16+ in five cap cities
• Total 2,475 respondents and over 7,000 ad observations
• 100+ observations for each ad tested
The Newspaper Works’ effectiveness partner:
About the research
Phase 2
• Average of 9 newspaper ads tested monthly
• Various categories accommodated
• Sample to date: Australians 16+ in Sydney (n=300 in total)
• Further samples will include other metro markets
• 100+ observations for each ad
• Conducted online by Ipsos
The Newspaper Works’ effectiveness partner:
“Gives me more information about the brand”
Newspapers have always been well regarded as a medium for providing
information, whether it be breadth, depth or complexity of information.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Information-based advertising can be communicated in quite simple, straightforward
ways, as these ads demonstrate.
Colgate uses a simple checklist of features and Jetstar delivers its proof points to
demonstrate it’s more than a budget airline.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Newspapers also provide the opportunity to deliver information in an entertaining and
evocative way that also tells a story.
Meat & Livestock uses an intriguing headline and clever creative to explain red
meat’s beneficial effect on the brain, and RTA uses an appealing visual to reinforce its
accessibility.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
The newspaper reading experience is enjoyable and involving, which
predisposes consumers to more detailed information in an environment of
credibility and trust.
Newspapers provide the time and space to present a brand’s case and to
explain a broader range of messages, or more complex ones.
Information-based advertising increases people’s knowledge about a brand, helps
them with brand research and takes them further down the consideration funnel.
Newspapers are a strong and proven medium for delivering information around
a brand, whether it’s a few simple points or longer, more detailed copy.
Comments
Conveying Information advertising can be breadth, depth
or complexity of information.
While many ads that convey information are copy and
content heavy, not all of them need to be.
Even the relative simplicity and lightness of the RTA ad
(bottom ad) can be seen to deliver information, in this
case by demonstrating the product benefit visually.
Nevertheless, ads that are content heavy can also be
simple, easy to understand and compelling
communication.
While the examples presented in this report clearly demonstrate a dominant
strategic role in each case, RoleMap isn’t a compass. Newspaper advertising tends
to work across a range of roles, often feeding off each other in the process.
For example, more detail (Information) can provoke a rethink about a brand
(Re)Appraisal) which in turn creates a closer emotional connection with consumers
(Affinity).
While IKEA’s ad performs strongly as a retail ad by driving a Call to Action via its
price point, it’s also helping build the brand with its eco-credentials story and in
doing so encourage a rethink about the IKEA brand (Re)Appraisal, which in turns
builds Affinity with the brand.
Virgin Blue’s topical ad (taking on Qantas), is seen to put an important issue on the
Public Agenda, and in doing so gets consumers to rethink the Virgin Blue brand
(Re)Appraisal, also driving a Call to Action in the process.
Beaurepaires performs very strongly in the classic retail footprint, delivering
important Information when belts were being tightened (during the GFC) and in
turn effectively driving a Call to Action.
Summary
• Newspapers can be utilised across the full spectrum of strategic roles, some
of which are traditionally associated roles for newspapers, such as Call to Action
and Information roles.
• However newspaper advertisers are also increasingly recognising the role that
newspapers can play in brand building roles; such as Affinity and (Re)Appraisal.
• Furthermore newspapers are being harnessed to drive important brand issues
and causes (Public Agenda) and to extend and build on TV activity.
• In this report, advertisers have demonstrated both expected and fresh ways to
bring their communication to life while still delivering effective outcomes for their
brands.
Questions?
S
For more information on this or any of the other strategic roles that can be
used in newspapers to connect powerfully with consumers, contact your sales
executive or The Newspaper Works on:
Phone: (02) 9692 6300
Fax: (02) 9692 6399
Email: [email protected]
www.thenewspaperworks.com.au