Skoda Creative Benchmarking May 2011. About Newspaper Creative Benchmarking

SkodaCreative 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

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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

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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

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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

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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

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Role Map demonstrates how people respond to and interpret newspaper ads

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

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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

SkodaResults

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Top line measures

13

Environment: despite being down on recognition is on par with interest

Sand: delivers the highest recognition of any ad in the Auto survey. Arguably, this isn’t translating into linkage and interest scores.

All NP Norm

Auto Average

Environment*

Sand

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

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

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

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Overall good results with both executions adding to the overall Skoda equity

Both executions statistically higher than the norm for difference

Auto Norm


Environment*

Sand


15

Sand is seen as an exciting Ad but understandably doesn't score as high for lifestyle

Environment not measured against these measures.

Newspaper Auto diagnostics

Auto Average


Sand

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

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Overall, emotional connection for Sand is at or above Average.

Environment not measured against this measure.


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 Norm

Sand

Volvo’s ‘Protection’ performance on key consumer measures.

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- 0.8x higher (see myself driving the car )

+2.0x higher

(an exciting car ad)

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All NP Norm

Auto Average

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

Whilst both score well visually, Sand is significantly eye catching but is surprisingly significantly down on ease and takeout.

Environment*

Sand


Interesting and different ads act as a catalyst for emotional engagement

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Creative delivered results that are on or above norms for interest and different. Sand continues to outscore the survey pool.

Our research suggests that high interest and difference scores are also correlated to great emotional connection

Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o N

orm

= 3

3

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

=34 =37

=34 =45

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Role Map demonstrates how people respond and interpret newspaper ads

All NP Norm

Auto Norm

Sand delivering strong emotion connection as witnessed byhigh Affinity and Reappraisal scores together with a top3 campaign linkage score within the survey.


Environment*

Sand


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Comparison: vs Citroen

All NP Norm

Auto Average

Citroen delivering better on information despite much less copy. Arguably Citroen has marginally more emotional engagement with higher Affinity and Reappraisal

Environment*

Citroen


Comparison made as both creative’s are based on the expansive roof / interior

Best performing ads on Role Map from Automotive survey

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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

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

The highest scoring ads on Affinity feature vibrant visuals.

The Reappraisal comparison

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The three highest scoring ads on Reappraisal featured environmental messages.

The Information comparison

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

The Call to Action comparison

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

The Public Agenda comparison

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

The Extension comparison

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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

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3 ads that work well with TV

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Hybrid Camry SydneyAll adults 16+FPCTested: March 2010

Fiesta SydneyAll adults 16+FPCTested: July 2010

SkodaBrisbaneProspective & recent car buyersHPTested: June 2009

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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.


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

All NP Norm

Auto Average

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

Camry


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Fiesta*

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

All NP Norm

Auto Average

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


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Skoda Creative Benchmarking May 2011. About Newspaper Creative Benchmarking