Mazda Creative Benchmarking May 2011. About Newspaper Creative Benchmarking

Mazda Creative Benchmarking

May 2011

About Newspaper Creative Benchmarking

Newspaper Creative Benchmarking Methodology

• Dedicated methodology, designed to– Measure the effectiveness of newspaper creative – Provide an understanding how to use the newspaper medium

more effectively

• 330 ads tested to date as at March 2011• Commissioned by The Newspaper Works• Conducted online by Ipsos Media CT • 100+ observations per ad• Ads presented in situ on the newspaper page, then full

screen• Results benchmarked to All Newspaper norm and/or

category averages

3

The Newspaper Works’ effectiveness partner:

Automotive benchmarking

• 55 automotive ads tested to date as at March 2011– 30 ads in automotive study– 25 ads in monthly benchmarking

• 5,500+ ad observations in total• Ads selected by The Newspaper Works• Skew towards manufacturer ads so Automotive Average is

not a true norm• Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011

4


Proprietary newspaper measures


Ad Recognition

Brand Linkage

Message Comprehension *

Brand Equity Impact

Role Map

Action Map *

Newspaper Creative Diagnostics

Automotive Ad Diagnostics

Newspaper Creative Benchmarking MeasuresSee Appendix for more detail

* Available for ads tested since March 2010

Recognised industry measures

The Automotive Averagevs the All Newspaper Norm

Top Line Measures

7

All Newspaper Norm

Automotive Average

Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

Brand Equity ImpactHow the ad influenced perceptions of the brand

8

Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.

All Newspaper Norm

Automotive Average

9

Role Map demonstrates how people respond to and interpret newspaper ads

The automotive ads tested show a skew towards Affinity and Reappraisal.

10

All Newspaper Norm

Automotive Average

Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad

The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature

NEGATIVE POSITIVE

MazdaResults

12

13

The i in FamilySydneyAll adults 16+ n= 102Tested: July 2010

Top line measures

14

All NP Norm

Auto Average

i in family *

Ad delivered on par with all Automotive averages

Note: the difference in auto and NP linkage norms indicating that branding in automotive ads can be improved across the board.

* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

Significant up or down vs Automotive Average at 90% C.I Significant up or down vs Automotive Average at 90% C.I

Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

Caution: Small sample size. Caution: Small sample size.

Brand equity impact: How the ad influenced perceptions of the brand

15

With familiarity and differentiation both significantly above theAuto average, the ad is contributing to overall Mazda equity.

Auto Average

i in family *

Caution: Small sample size. Bank linkage sample size XXCaution: Small sample size. Bank linkage sample size XX



Message comprehension: Word CloudIllustrates the message comprehension as a word cloud. Question asked of all research participants through forced exposure

16

Message comprehensionRelates to the message out-take from an ad. It is asked of all research participants and is established through forced exposure

17

Respectable communication, with the messaging around capacity and/or driver enjoyment getting through to over half of respondents.


18

The creative scores well across all automotive diagnostics delivering emotional connection.

Lifestyle and pride are significantly above averages.

Interestingly there is no correlation between high lifestyle / see myself driving scores and the use of people in the creative

Newspaper auto diagnostics

Auto Average

i in family *



Emotional connection: MazdaAn overall measure of how the ad engages on an emotional level

19

Not surprisingly emotional connection is almost twice the average

The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:

•Makes it look like a car you’d be proud to own

•It’s an exciting car ad

•Helps me see what kind of lifestyle the car could open up for me

•I can see myself driving that car

Auto Average

i in family *



20

Newspaper creative diagnostics measure how people respond to the ‘look’ of an ad

All NOP Norm

Auto Average

i in family *

Good diagnostics on image, ease of comprehension and focus on core benefit. However, headline slightly lower than averages and there is an opportunity to deliver more information



NEGATIVE POSITIVE

Interesting and different ads act as a catalyst for emotional engagement

21


Creative significantly UP on both interest and difference

Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad.

Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o A

vera

ge =

33

Max

Sur

vey

Sco

re 6

0

Min

Sur

vey

Sco

re =

13

NP

Nor

m =

25

Aut

o A

vera

ge =

20

Max

Sur

vey

Sco

re 6

4

=40

=38

22

Role Map demonstrates how people respond and interpret newspaper ads

All NOP Norm

Auto Average

i in family *

Affinity and Reappraisal slightly higher than averages.

*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers

23

6 MPSNational Prospective & recent car buyers n=100Tested: June 2009

Top line measures

24

All NOP Norm

Auto Average

6 MPS delivered recognition and interest inline with both the Automotive and All Newspapers norms.

Recognition is surprising given that this ad was sourced from overseas (South Africa).

6 MPS




25

The above norm interest levels are showing through on the Automotive scores.

This is the most ‘exciting’ ad in the survey Both Pride and Exciting are significantly above norm

Newspaper Auto Diagnostics

Auto Average

6 MPS


Emotional connection: MazdaAn overall measure of how the ad engages on an emotional level

26

Emotional connection is over double the average







Auto Average

6 MPS

Brand equity impact:How the ad influenced perceptions of the brand

27

Differentiation is significantly up on normperhaps due to the unique creative execution.

Auto Average

6 MPS


28



NEGATIVE POSITIVEAll NOP Norm

Auto Average

6 MPS

Creative delivers the highest scores in the survey for both “eye catching” and “looks good”. A real stand out.


29


Creative is seen as interesting and significantly different .


Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o A

vera

ge =

33

Max

Sur

vey

Sco

re 6

0

Min

Sur

vey

Sco

re =

13

NP

Nor

m =

25

Aut

o A

vera

ge =

20

Max

Sur

vey

Sco

re 6

4

=40

=37

30


While the creative appeals emotionally and skews towards affinity, the scores aren't significant.

Understandably, due to the absence of body copy, the call to action and info is low.

All NOP Norm

Auto Average

6 MPS


31

Mazda 6SydneyProspective & recent car buyers n=101Tested: June 2009

Top Line measures

32

All NP Norm

Auto Average

Whilst recognition is low, this can be affected by timingof research and weight of campaign.

An indication that this would be a good ad to consider re running at higher weights

Mazda 6




Brand equity impact:How the ad influenced perceptions of the brand

33

High scores across all measures are adding to Mazda equity

All measures are statistically significant above the auto average.

Appropriateness score is highest in test survey

Auto Average

Mazda 6


34

Amazing results vs Auto diagnostics with every measure significantly above the norm

#1 Highest ‘excitement’ score in survey #1 ‘can see myself driving score’ in survey 2nd highest pride figure (behind BMW 7 series @#1 )

Newspaper Auto diagnostics

Auto Average

Mazda 6


Emotional connection: Mazda 6An overall measure of how the ad engages on an emotional level

35

This indicates and exceptionally strong emotional connection – over three times the auto average.







Auto Average

Mazda 6

36


Highest scores in survey across these 3 measures

All NP Norm

Auto Average

Mazda 6

NEGATIVE POSITIVE

A fantastic score, arguably the best in the survey, with three #1 scores. A clear indication of high cut through


37


Creative delivers significantly above norm scores for both Interesting and Different


Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o A

vera

ge =

33

Max

Sur

vey

Sco

re 6

0

Min

Sur

vey

Sco

re =

13

NP

Nor

m =

25

Aut

o A

vera

ge =

20

Max

Sur

vey

Sco

re 6

4

=40

=38 =40

=37 =45

=52

38


Highest scores in auto survey

All NP Norm

Auto Average

Mazda 6

Creative again triumphs over the survey with two #1 scores. These two, together with the reappraisal would undoubtedly drive strong consideration for brand preference.Interestingly, this is one of the few ads in the survey to deliver emotional engagement and a strong call to action.

39

Role Map comparisons

All NP Norm

Auto Average

Holden Epica

Ford G Series

Clearly a category winner.

Arguably the best performing creative in the whole survey

40

MX-5MelbourneProspective & recent car buyers n=102Tested: June 2009

Top Line measures

41

All NP Norm

Auto Average

Recognition can be affected by timing of researchor weight of campaign.

A possible indication that the campaign would benefit from heavier weighting / renewed activity

MX- 5




Brand Equity ImpactHow the ad influenced perceptions of the brand

42

MX5 ad contributes well to overall Mazda equity

Differentiation is significantly above norm and is #5 in the survey.

Auto Average

MX- 5


43

Amazing results vs auto diagnostics with all 4 measures significantly above the norm

3rd highest pride figure (behind Mazda 6 and BMW 7)

Newspaper Auto Diagnostics

Auto Average

MX- 5


Emotional connection: MX-5An overall measure of how the ad engages on an emotional level

44

Once again delivering over three times the average.







Auto Average

MX- 5

45


2nd Highest scores in survey across these 3 measures

All NP Norm

Auto Average

MX- 5


A fantastic score, with the three top 2 image scores - second only to Mazda6. A clear indication of high cut through

NEGATIVE POSITIVE


46


Creative delivers significantly above norm scores for both interesting and different


Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o A

vera

ge =

33

Max

Sur

vey

Sco

re 6

0

Min

Sur

vey

Sco

re =

13

NP

Nor

m =

25

Aut

o A

vera

ge =

20

Max

Sur

vey

Sco

re 6

4

=40

=38 =40

=37 =45

=52

=46

=52

47


2nd Highest Affinityscore. Mazda 6 @ #1

All NP Norm

Auto Average

MX- 5

RoleMap indicates the ad is generating strong Affinity and above average Reappraisal and Extension.

Mazda is performing beyond the category on key consumer criteria

48

+2.2x higher

(a lifestyle ad)

+1.9x higher

(a lifestyle ad)

+2.8x higher

(a lifestyle ad)

+2.8x higher

(a lifestyle ad) Average

Mazda is performing beyond the category on key consumer criteria

49

+1.3x higher

(an exciting ad)

+3.1x higher

(an exciting ad)

+3.7x higher

(an exciting ad)

+3.4x higher

(an exciting ad) Average

Best performing ads on Role Map from Automotive survey

50

3.3x Higher than

average

2.9x Higher than

average

2.3x Higher than

average

2.1x Higher than

average

8.0x Higher than

average

2.4x Higher than

average

The Affinity comparison

51

As at March 2011 (updated monthly). 55 automotive ads tested to date.

The highest scoring ads on Affinity feature vibrant visuals. Mazda have two of the top 3 scoring ads.

The Reappraisal comparison

52


The three highest scoring ads on Reappraisal featured environmental messages.

The Information comparison

53


Clear communication of features and model range can both result in strong Information scores.

The Call to Action comparison

54


A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.

The Public Agenda comparison

55


Ads scoring highly on public agenda feature environmental and/or safety messages.

The Extension comparison

56


High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.

More on how newspapers and TV can work harder together

57

3 ads that work well with TV

58

Hybrid Camry SydneyAll adults 16+FPCTested: March 2010

Fiesta SydneyAll adults 16+FPCTested: July 2010

SkodaBrisbaneProspective & recent car buyersHPTested: June 2009

59


All NP Norm

Auto Average

Delivering strong emotional connection as witnessed byhigh Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey.


60



All NP Norm

Auto Average

A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action.

Camry


61


Fiesta*


All NP Norm

Auto Average

A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure


Documents

Mazda Creative Benchmarking May 2011. About Newspaper Creative Benchmarking