You are on page 1of 35

What Makes a Great Newspaper Ad?

“Measuring Advertising Effectiveness”

NAA Marketing Conference 2007


Overview

• Why study newspaper ads?


• Can “great newspaper ads” be measured
and analyzed?
• The message of “great newspaper ads”
should be on target.
• Are position, section, placement, size, or
color the keys to a “great newspaper ad”?
• WEB and Editorial
Why study newspaper ads?
Need for measuring ad effectiveness

7
Risk Index
6 5.6

5 4.5

4
3.3
3
2.2 2.3
2 1.5 1.5

0
Single 32-44 Magazines 45-68 69-120 121-220 221-401
copies pages pages pages pages pages
1 Section 2 Sections 3 Sections 4-6 Sections 7-10 Sections
Time reading pages

40 37
35
35 31
30 26 27
Time Spent

25
25 23
20 21
20 17
13
15
10 9
10 7
5
0
32 33-64 65-96 97-128 129- 193- 256-
192 256

Pages

Minutes reading newspaper Seconds reading per page


Ad recall and effective recall in USA
(section 1)
Recall Effective recall

53%
Spread
56%

46%
Full page
50%

40%
Half page
45%

31%
Quarter page
37%

0% 10% 20% 30% 40% 50% 60%


Effective recall and confusion - USA
Recall Confusion

Spread 53% 3%

Full page 46% 4%

Half page 40% 5%

Quarter page 31% 6%

0% 10% 20% 30% 40% 50% 60%


Can “great newspaper ads” be
measured and analyzed?
Information Processing

Perception Attention Cognition Emotion Memory Behavior


Four critical areas of measurement
Ad Recall Ad Recall 47

Advertiser Identification 58
Brand Previous knowledge 87

Directed to me 31

Interesting 27

New information 44

Easy to understand 69

Appeal Original 28

Overall impression 30

Positive Attitude 26

Benefit 29

Look for more information. 24

Visit store 29
Usefulness
Have bought/will buy 17

0 10 20 30 40 50 60 70 80 90 100
The message of “great newspaper
ads” should be on target.
Who is looking at the advertisement

1 = All
2 = Men
3 = Women
4 = 16 to 29
5 = 30 to 49
6 = 50 plus
Case Study – Neutrogena Ad

Men’s Product
Color Ad, half page
In Sports Section
Women gave it higher marks ??????
Total Marks
Suitable for me

38%
40%
27%
17%

Total
Total Men
Men Women
Women 16–34
16–34 35-54 55 up
35-54 55 up
Case Study – HBO targeted reach

HBO intended to move 80% of its print budget to a competitor.


HBO believed the competitor had better demographics for their target viewers
The newspaper responded with a measurement of an ad on
the HBO series “Big Love.”

Results: Excellent ad recall


Hit HBO target demos

El Universal saved the HBO Budget


Are position, section, placement,
size, design or color the keys to
“great newspaper ads”?
Ad Size
Ad size- relating ad recall to age
70%

65%

60%

55%
Full page

50%

45%
Half page
40%
Quarter page

35%

30%

25%

20%
1933 1936 1939 1942 1945 1948 1951 1954 1957 1960 1963 1966 1969 1972 1975 1978 1981 1984 1987
Ad Color
Ad recall in USA (display, section 1)
b/w spot 4 color
12%
70% 13%
9%
60% 58%
11% 53% 54%
52%
49%
50% 47% 47%
43% 44%
40% 38%
36%
34%

30%

20%

10%

0%
Quarter page Half page Full page Spread
Ad recall in USA - Classified
b/w spot 4 color
29%
35%
19% 31%
30%
27%
25%
25% 24%
23%
21%
20%

15%

10%

5%

0%
Half page Full page
Ad Position
Ad Position– Chili’s case study

Chili’s Requested: First Section


Right Hand Page
Near the front

Chili’s Ad Ran: Page 80


Left Hand Page
Not Near the front

One very unhappy customer!


Ad Position– Chili’s case study

Results of ad measurement:
• 69% ad recall!
• 92% benefit to me!
Total Men Women 16-34 35-54 55 up

•This was also supported by an


excellent response from the customers.

Response of Advertiser:
•One Very Happy Customer!

Total Men Women 16-34 35-54 55 up


Section Placement- Affinity

With 39% of the total readership reading


the auto section, the ad recall changes
from 32% of the total to 82% for the
reader of the auto section
90 82
80
70
60
50
40 32
30
20
10
0
All readers Auto section reader
Ad Brand Awareness
Brand Awareness- Case Study MRF

•Regional Auto Dealers Association


•Wanted own identity
•Move entire ad budget from newspaper
•Start MRF newspaper
Brand Awareness- Case Study MRF

Group meetings with dealers


Determined advertisers needs
Designed a marketing strategy
Brand Awareness- Campaign Results

Dealer Auto Sales Results

8-15% 12-21%

Q4 2005 Q1 2006
Ad Environment
Quality Editorial makes “great
newspaper ads”
Ad/Article recall by age
90%

80%

70%

60%
All articles measured
50%
All ads measured
40%

30%

20%

10%

0%
1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989
Concepts for “Great Newspaper Ads” also
make great Web Ads
“Great Newspaper Ads”

• Size
• Color
• Position
• Effective recall
• Time spent reading matters
• Ad ratio and page number.
• Frequent advertisers
• The reader predisposition
• All ads and campaigns can improve
Summary Statement
Making “great newspaper ads” is not just an end
result, but it is a process that builds successful,
consultative sales relationships between media and
advertisers.
Bob Busch
RAM Strategic Marketing
Telephone +1 904 994 9997
Bob.busch@rampanel.com

Data Sources: The data within this presentation was derived from the Research
And Analysis (RAM) database of 4.8 million interviews