Newspaper ads that demonstrate the strategic role of Call to Action

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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.

Six Strategic Roles

STheir definitions

Call to Action advertising, whether for sales, deals or direct response-based communication, promises an unequivocal benefit the consumer can act on.

Call to Action advertising is not just about price and phone numbers.

It can also prompt readers to change their current behaviour, or direct them to another platform, such as the internet.

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

• 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 researchPhase 1

• 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

About the researchPhase 2

The Newspaper Works’ effectiveness partner:

“Gives me a reason to find out more about the brand”

All Newspaper Norm

Call to Action score for each ad

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

Another traditional role for newspaper advertising has been to generate a quick response, aided by newspapers’ quality of immediacy, as these brands effectively demonstrate.

All Newspaper Norm

Call to Action score for each ad

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

Call to Action advertising which conforms to retail convention can deliver a strong call to action message, as these ‘typical’ retail ads from Coles and Target illustrate.

All Newspaper Norm

Call to Action score for each ad

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

However a less assertive tone of voice can still be very successful in generating a response and driving action. Both NSW Government (Saving Power) and Woolworths (Everyday credit card) take a softer, but no less effective approach.

No other medium says ‘today’ like newspapers, and call to Action ads are most often about the here and now. This immediacy is ideal for driving a high level of response.

Newspapers have also been proven as an effective way to drive people to websites.

While hard nosed retail style advertising is a mainstay of newspapers, there are alternative ways in which newspaper advertising can be used creatively to deliver a call to action.

Call to Action advertising triggers readers into action. Whether it’s buying off the page through a coupon or phone number, driving consumers in-store, or getting them to do (or not do) something.

Comments

Call to action doesn’t have to be just about price points to get people moving, although these of course are utilised very effectively by major retail advertisers on a daily basis in newspapers.

Advertisers can also prompt readers to change their current behaviour with subtler imagery associated with either a demonstration of the problem, or illustration of the positive outcome of that behavioural change.

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.

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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: Admin@thenewspaperworks.com.au

www.thenewspaperworks.com.au

Questions?