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February 2012

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Newspaper Creative Benchmark Report Air Asia. February 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 - PowerPoint PPT Presentation
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February 2012 Newspaper Creative Benchmark Report Air Asia
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Page 1: February 2012

 

 

February 2012

Newspaper Creative Benchmark Report Air Asia

Page 2: February 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

Page 3: February 2012

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:

Page 4: February 2012

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

Page 5: February 2012

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 100

• Test market: Sydney

• Fieldwork: 5th-12th February 2012

• Conducted online by Ipsos MediaCT

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

Page 6: February 2012

 

 

Branded Newspaper Benchmarks

Page 7: February 2012

Newspaper Norm

The ad performs well against more positive creative metrics including ‘Catches my eye’ and ‘Makes it easy to see what is on offer’ reflecting a strong and simple piece of

communication

Page 8: February 2012

Ad recognition is slightly higher than Norms. The ad generates interest at significantly high levels versus Newspaper Norms.

Branding results are encouraging for a ‘new’ advertiser with a new offer in the market.

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

Brand linkage n= 18

Branding removed

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

+15

Page 9: February 2012

This ad has achieved significantly high scores on two key brand equity measures. It helps improve familiarity and understanding, and is highly appropriate /

relevant.

Significantly different to Newspaper Norm at 90% c.l.

+16

Newspaper Norm

+13

Page 10: February 2012

A high 79% of respondents are able to feed back very specific components of

the main messaging in the ad.

Page 11: February 2012

What did the respondents say about the ad?

I like the ad. It is not cluttered, enough info

but not too much. Makes me want to seek

further info.

It's very clear and direct about it's message, but the colour red is too

similar to other airlines so the brand recognition is muddled

I have never heard of Air Asia before but now I have and I will look to see where else they fly

It makes it sound as if Kuala Lumpur is in my own backyard or as if KL is very accessible. to

say any Sydneysider can fly over to KL...instead of saying any

"Australian"

New newsMotivating

Red common for airlines

Like the idea how there is a new airline to compete

against Qantas and Jetstar

The colour is confusing, same as virgin

The ad worked. Made a lot of buzz in the

media. I know heaps of people

that booked flights

Page 12: February 2012

The word cloud strongly plays back the key message of the ad

Page 13: February 2012

The two strongest roles of this ad are to generate brand awareness and reappraisal, and motivate response. The ad achieves this with significantly high RoleMap scores

for Reappraisal and Call to Action.

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

Page 14: February 2012

The ad seeks to send readers to the Airasia.com website and based on ‘likely actions’ from respondents it is highly successful at doing so. Its also very strong at generating Word of Mouth

and encourages respondents to ‘remember for later’

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

Page 15: February 2012

• This newspaper ad has been highly effective at introducing Air Asia to the Sydney market• The ad enjoyed strong levels of recognition and respondents were keen to act on such a

compelling offer with very high scores for ‘Call to Action’• The ad helped people learn more about Air Asia and drove high levels of Reappraisal.• With three ads tested now, we can see that Air Asia scores consistently well at driving

Call to Action with their newspaper advertising.• This ad is a great example of how a strong newspaper ad can drive prospective

customers to the web.

Page 16: February 2012

 

 

Comparison with other ads

Page 17: February 2012

Previously tested Air Asia ads

The current Air Asia ad generates a similar Role Map to previously tested Air Asia ads.

Page 18: February 2012

Newspaper Norm

The current ad generates an Action Map almost identical to the ‘Stonehenge’ execution we tested in May 2010

Previously tested Air Asia ads

Page 19: February 2012

Air Asia generates a Call to Action in Newspapers

Across 13 ads tested in the Airlines category, Air Asia is #1, #2 and #3 at achieving the highest scores for Call to Action. The ‘Every Sydneysider can fly’ ad ranks #15 at driving a Call to Action

versus our entire database of 400+ ads.

#1 #2 #3

Page 20: February 2012

Other airline branding ads

October 2011 October 2011

Page 21: February 2012

Virgin Australia and Qantas competing on Brand, while Air Asia focuses on price

At the conclusion of the Qantas industrial action, there was an increase in branding activity from all airlines with both Virgin Australia and Qantas performing well at generating Affinity, however

Virgin Australia won ground on driving Reappraisal.

Page 22: February 2012

High performing Airline Category ads

September 2009 May 2010

Page 23: February 2012

High performing Airline Category ads

Respondents appreciated the information provided in the Jetstar ad (which was supported by a TV campaign) which promised a positive customer experience. The Air NZ ad offered a menu of

choices to their customers which resonated well with respondents.

Page 24: February 2012

 

 

Top Performers on Rolemap

Page 25: February 2012

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. December 2011 (Updated monthly)

Page 26: February 2012
Page 27: February 2012

• 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

Page 28: February 2012

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

Page 29: February 2012

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.

Page 30: February 2012

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.

Page 31: February 2012

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.


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