Newspaper ads that demonstrate the strategic role of (Re)Appraisal
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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
(Re)Appraisal advertising surprises and challenges people by presenting a brand in an unexpected way, thereby provoking a rethink.
(Re)Appraisal advertising can be an announcement ad, brand launch or relaunch, or advertising that takes a new angle on an existing brand.
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:
“Encourages me to think differently about the brand”
All Newspaper Norm
(Re)Appraial score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Newspapers provide an environment that’s ideal for advertisers to present fresh or challenging ideas that encourage a rethink about a brand, as these ads demonstrate.
All Newspaper Norm
(Re)Appraial score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Newspapers provide an environment that’s ideal for advertisers to present fresh or challenging ideas that encourage a rethink about a brand, as these ads demonstrate.
All Newspaper Norm
(Re)Appraisal score for each ad
Significantly different to All Newspaper Norm at 90% c.l.
Newspapers provide an environment that’s ideal for advertisers to present fresh or challenging ideas that encourage a rethink about a brand, as these ads demonstrate.
Newspapers are the news medium, so they’re a great place for creating brand news, creating talkability along the way.
Because people value their time reading, newspapers provide both the time frame and disposition for (Re)Appraisal.
(Re)Appraisal ads increase a brand’s salience by challenging consumers’ existing notions and forcing them to consider the brand in a new light.
The benefits of the newspaper environment make it a strong medium for advertisers to introduce new ideas and help encourage consumers to reappraise their opinions of a brand.
CommentsEach of these brands has used the strategic role of (Re)Appraisal to challenge readers’ perceptions of their brand and to provoke a rethink.
All four featured utilise the role in different ways;
- Challenging perceptions about brand credentials and addressing misconceptions of poor quality- Educating consumers about the role a product can play in taking preventative health measures.- Providing practical, tangible budget solutions in an economic downturn.- Encouraging a rethink about a relatively humble product as a true super food.
Each forces readers to reconsider the brand or offering.
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: [email protected]
www.thenewspaperworks.com.au
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