The Newspaper Works launches latest newspaper print ad effectiveness survey for Coles + Woolies
The Newspaper Works has today released the latest results from ADvance, a revitalised program of creative benchmarking research that supports the development of great newspaper creative.
The methodology, developed by leading independent research company Ipsos MediaCT, tests print creative across a range of measures. These include both recognised brand tracking measures and proprietary measures designed to cater to the unique characteristics of newspaper advertising. They allow advertisers and creatives to see the strategic roles newspaper ads can play, the impact they have on a brand and how people act on the ads.
The first results in the series are for Coles and Woolworths creative.
Says Simon Baty, The Newspaper Works research & insights manager: “Our creative benchmarking system, ADvance, provides valuable insights into how print creative works. Advertisers and creatives can use the results for guidance and inspiration and see how newspaper ads can be effective at building brands and triggering actions.”
The two proprietary measures in ADvance are ‘RoleMap’ and ‘ActionMap’.
RoleMap identifies the roles newspaper ads can perform, including generating a call to action, extending a campaign that is running across other channels, conveying information, building affinity with a brand, encouraging people to think differently about a brand and raising an important issue or cause.
ActionMap delves deeper into the call to action role, to analyse the types of actions that newspaper ads can trigger, ranging from word of mouth to online sharing to store visits and buying the product advertised.
The Newspaper Works launched its creative benchmarking in 2008 and it has evaluated more than 450 ads from a wide range of categories, generating more than 45,000 observations from approximately 15,000 respondents.
Each ad is tested with a representative sample of Australians aged 16 years and over in the metropolitan market where the ad ran.
Results are benchmarked to newspaper ad norms, which are available for a range of categories.
In future creative benchmark testing, The Newspaper Works will investigate print ads in the banking, alcohol and travel categories.