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Newspaper Creative Benchmark Report Coles

Newspaper Creative Benchmark Report Coles. February 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

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Newspaper Creative Benchmark Report Coles

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  1. Newspaper Creative Benchmark Report Coles February 2011

  2. 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 Coles was included in the February 2011 study

  3. Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comprehensive analysis of how newspapers can best be used to influence purchase behaviour Comparison of creative against category averages The Newspaper Works’ effectiveness partner:

  4. Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

  5. First the back story - Coles vs Woolies ads over time

  6. November 2008 – A direct comparison of Coles template vs Woolworths Market: Perth Size: FP Position: EGN Tested: November 2008 Market: Adelaide Size: FP Position: EGN Tested: November 2008

  7. Coles was at or below retail averages, while Woolworths was at or above. Retail Average

  8. May 2009 – Coles launch highly effective new strategy Market: Sydney Size: DPS Position: EGN Tested: May 2009

  9. The new Coles approach of feeding the family for under $10 worked strongly on every level. A ground breaking strategy. Retail Average

  10. March 2010 – Both Coles and Woolworths responded to concerns over shelf prices Market: Sydney Size: FP4C Position: EGN Tested: Mar 10 Market: Sydney Size: FP4C Position: EGN Tested: Mar 10

  11. Retail Average Both ads worked beyond traditional retail roles, while Woolworths also linked well with TV activity and drove call to action

  12. Current retail activity benchmarked

  13. Coles was one of three ads tested in Melbourne • Sample: Australians 16+ • Sample size: 111 • Fieldwork: 15–21 February 2011 • Conducted online by Ipsos MediaCT • Benchmarks used: Retail Average (see appendix for details)

  14. Market: Melb Size: DPS Position: EGN Tested: Feb 2011 Market: Melb Size: DPS Position: EGN Tested: Feb 2011

  15. +25 +17 Woolworths/ Safeway +11 * * Caution – small sample size | Brand linkage sample size: n=29 (Coles), n=30 (Woolworths) The two ads are scoring well on topline measures, in particular generating strong interest, with Coles the second highest scoring retailer ad tested on this measure. Retail Average Significantly different to Retail Average at 90% c.l. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

  16. **New measure introduced in March 2010, norms are not available

  17. The half price message is coming through clearly from both ads. People are also picking up on the secondary double vouchers messaging from the Coles ad, which may help to explain the strength of its ‘interest’ score. **New measure introduced in March 2010, norms are not available

  18. The ads have a classic retail footprint, with the half price message appearing to generate a particularly strong call to action. Retail Average

  19. % scores The ads are suggesting strong store visitation and interest in the products featured. Coles is the highest retailer ad tested to date (of 19 ads) on intention to buy/try. **New measure introduced in March 2010, norms are not yet available

  20. Both ads feature a wide range of product and price information in a clear and visually appealing manner. Retail Average

  21. +19 +18 +11 The ads are similarly strong in building brand equity, primarily via relevance, but also creating familiarity. Retail Average Significantly different to Retail Average at 90% c.l.

  22. How the ads compare to previous Coles ads

  23. Comparison with previous price/range activity Market: Sydney Size: Full page Position: EGN Tested: March 2010 Market: Sydney Size: Full page Position: EGN Tested: May 2009

  24. Both ads are strong performers, Super Specials providing a stronger call to action, Same Low Prices” meeting the retail average but also generating Reappraisal. Retail Average

  25. Both ads have a classical retail footprint, delivering strongly on call to action. Retail Average

  26. How the ad compares to other strong retail ads

  27. The Interest comparison Interest Coles have the top 3 ads tested to date among retailers for generating interest. As at February 2011 (updated monthly) . 65 retailer ads tested to date.

  28. 3.1x Higher than retail average 5.7x Higher than retail average 1.7x Higher than retail average 2.2x Higher than retail average 4.4x Higher than retail average 3.8x Higher than retail average February 2011 (Updated monthly)

  29. The Call to Action comparison Coles now have two of the three strongest Call to Action ads among retailers. As at February 2011 (updated monthly) . 65 retailer ads tested to date.

  30. The Information comparison Effective information delivery can help an ad perform well in other roles. These top scoring retailer ads all perform well on Call to Action, Coles scoring highly across the board on all roles. As at February 2011 (updated monthly) . 65 retailer ads tested to date.

  31. The Public Agenda comparison Top scoring ad on Public Agenda overall Leveraging an issue of concern to the public can help an ad perform well in other roles, which these retail ads all achieve. Ads in other categories have achieved higher scores on Public Agenda. As at February 2011 (updated monthly) . 65 retailer ads tested to date.

  32. Coles and Woolies are both strong retail ads, performing to a similar level. • Both communicate a compelling “half price” message in a clear and visually appealing way • The Coles ad is the second best ad we have tested from any retailer on call to action – Coles also hold top spot with ‘Four Meals for Under $10’ • Coles secondary messaging relating to double vouchers may be a contributing factor to its strong scores on Interest and Call to Action • Both ads are contributing to brand equity, particularly through driving relevance • The current Coles ad compares favourably to previous price/range focused Coles ads, which have also performed well • Coles advertising has improved and the ads we have tested in the last couple of years have been on a par with Woolworths

  33. 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

  34. Testing of randomly selected and hand picked newspaper display ads • Over 7,000 ad observations in total • 36 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, July-August and October – November 2008 • Sample size 2,475

  35. 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. All newspaper norm Statements are tailored to be appropriate to the advertising category.

  36. 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.

  37. 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. Statements are tailored to be appropriate to the advertising category. All newspaper norm

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