Newspaper Creative Benchmark Report Toyota

Sept 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

Toyota was included in the September 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=109

• Fieldwork: 8th-15th September 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

6

Toyota ads being benchmarked Ad benchmarked

 

 

Branded Newspaper Benchmarks

Recognition and Brand Linkage are in line with Automotive Averages and Interest sits at similar levels to previously tested Toyota campaigns. Some

misattribution was seen to Mitsubishi. Ad recognition and brand linkage may be affected by the weighting of the campaign or the timing of the research,

especially as these elements are tested unbranded.

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

Automotive Average

Newspaper Norm

*nb: brand linkage samples very lowGold : n=14

Branding removed

All Brand Equity scores are within tolerances for Automotive Averages. ‘Lifetime Advantages’ which was tested in July 2011

significantly exceeded all these metrics.Significantly different to Auto Average at 90% c.l.

Automotive Average

Newspaper Norm

Automotive Average

Newspaper Norm

The shape of the Creative Diagnostics map is close to that of Newspaper Norms and exceeds Automotive Averages for ‘Highlights an Important Feature’

Newspaper Auto Diagnostics

Automotive Average

The scores this ad has achieved for Auto Diagnostics meet all tolerances for Automotive Averages. These measures have been exceeded in the past by previously tested Toyota ads.

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

Message comprehension (based on the specific intentions of this ad) for this ad is at the lower end of the scale with

30% generally correct, although most respondents understood it was a ‘car sale’ ad.

What did the respondents say about the ad?

It really stands out and is clear in the message it

delivers

Very little information. It mentions a discount but not

what the discount is or what cars it applies to.

This one appears to focus on the savings you might get. But it is not

specific enough.

It looks like a car ad. I would expect to find it in the driving section and I wouldn't look it. When I

buy cars, I look for information about them

on the internet.

It's kind of eye-attractive ad coz I am planning to buy a new car in the near future.

Same as all the other ads, nothing different.

Having a Toyota car already I can relate to

the ad and the ad reinforces that I'm with a good brand

PolarisingBetter liked by those already

in the new car marketLooking for more info on price

/ deals

Respondents identified the key role for this ad as being Call to Action. We were surprised that Extension scores were not greater, however this might be that the ad was tested early in the campaign.

Automotive Average

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

Newspaper Norm

The main actions likely as a result of this ad are ‘Remember for Later’ which aids Brand Equity and works as part of the long term

decision making process for buying a car

Newspaper Average*

 

 

Performance Comparisons

17

Recently tested Toyota ads

Three different messages generating three different RoleMaps

Automotive Average Newspaper Norm

Interestingly, each of the three ads deliver very different RoleMaps. Of these three, ‘Lifetime Advantages’ performed strongest at delivering to multiple strategic roles.

The ActionMap shape is fairly consistent, while intensity of response, differs

Automotive Average Newspaper Norm

‘Lifetime Advantages’ has also generated a stronger overall ActionMap. ‘Gold Advantage’ and ‘Mid Year Event’ had similar footprints with Gold Advantage doing better on ‘Remember for Later’.

As previously seen....

Back in June 2009, we tested the ad for ‘Gold Fleet Savings’ and found it delivered stronger results on Extension, however the new ad is delivering better results in Information and Call to Action

Automotive Average

Newspaper Norm

• We tested Gold Advantage off the back of a number of very successful ads for Toyota going through our creative benchmarking process

• Overall, we found respondents to be somewhat less clear on the message of this ad, than we’ve seen in previously tested examples, but not significantly so.

• This ad still achieved good scores against Newspaper Norms and Automotive Averages, but did not generate the same levels as ‘Lifetime Advantages’.

• Creatively, the ad scores well for ‘Highlights an important feature’ and met Norms for ‘Catches my Eye’ and ‘Looks Good’

• Encouragingly, the primary Role identified for this ad was Call to Action while ActionMap results were in keeping with the results of previous ads, prioritising ‘Remember for Later’ and ‘Web Search’.

• Comparing this current ad with the 2009 ad for the same sale event, this ad is delivering slightly more strongly on delivery of Information and Call to Action

• 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.