Measuring Advertising Effectiveness of Newspapers - a fresh approach

(Re)Appraisal example Honda Case Study

Media combinations tested

Cell 1 TV Solus

Cell 2 TV & Newspaper

Cell 3 TV & Radio

Strategic Role (Re)Appraisal

Strategic Role (Re)Appraisal

Strategic Role (Re)Appraisal

Strategic Role (Re)Appraisal

Strategic Role (Re)Appraisal

Minimum 75 respondents per cell

Creative tested
Cell 1 TV Ad
Cell 2 Newspaper Ad Cell 3 Radio Ad
Deep male voice: Some sounds really get us going. A gas flame igniting. A

babys sneeze. Purring. But

could a chonk, a click or a whir be made to move us in the same way? The Accord from Honda.

Advertising Response Strength (%)

(Re)Appraisal metric
Challenge current thinking

62 57

60

TV + Newspapers

TV Solus

TV + Radio

All media play the role of reappraisal with the addition of newspapers creating an even stronger re-evaluation of the brand

Base : All respondents by category TV plus newspapers (81); TV solus (79); TV plus radio (76), Top two box score

From advertising response to brand response

The advertising response tells us that the advertising is working in the anticipated strategic role but its the impact on brand perceptions that really matters

Brand Saliency
Brand Saliency Pre to Post % points increase
Leadership, stature

23

25

16
And when it comes to Saliency, newspapers (and TV) drove the feeling that the Honda brand is setting the lead

TV + Newspapers

TV Solus

TV + Radio

Base : All respondents by category TV plus newspapers (81); TV solus (79); TV plus radio (76), top 3 box score

Brand Involvement
Brand Involvement Pre to Post % points increase
Identification with brand

18 16 15

TV + Newspapers

TV Solus

TV + Radio

Newspapers also added a depth of identification again strengthening brand involvement

Base : All respondents by category TV plus newspapers (81); TV solus (79); TV plus radio (76), top 3 box score

Brand Commitment

Ultimately, it is Brand Commitment a measure of the strength of the brand relationship which is the indication of the consumers consideration to purchase the brand.

Brand Commitment
Brand Commitment Pre to Post % points increase
purchase consideration

25 21 21

TV + Newspapers

TV Solus

TV + Radio

The result is that all media contributions had a dramatic effect on Brand Commitment, with TV plus newspapers shifting this measure by an incredible 25 points

Base : All respondents by category TV plus newspapers (81); TV solus (79); TV plus radio (76), top 3 box score

close

Overview
A classic validation for the (Re)Appraisal metric it achieves the wow factor that was clearly aimed for, creating a sense of leadership, and not empty hype or shock tactics either.
Mike Hall, Hall & Partners, Sept 2004