What Makes a Great Newspaper Ad

8/6/2019 What Makes a Great Newspaper Ad

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Why study newspaper ads?

Can great newspaper ads be measured

and analyzed?

The message of great newspaper adsshould be on target.

Are position, section, placement, size, orcolor the keys to a great newspaper ad?

WEB and Editorial

Overview


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Why study newspaper ads?


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1.5 1.5

2.2 2.3

3.3

4.5

5.6

0

1

2

3

4

5

6

7

Single

copies

32-44

pages

Magazines 45-68

pages

69-120

pages

121-220

pages

221-401

pages

1 Section 7-10 Sections4-6 Sections3 Sections2 Sections

Need for measuring ad effectiveness

Risk Index


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Time reading pages

20 2123

2527

31

3537

26

17

13

109

7

0

5

10

15

2025

30

35

40

32 33-64 65-96 97-128 129-

192

193-

256

256-

Pages

TimeSpent

Minutes reading newspaper Seconds reading per page


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37%

45%

50%

56%

31%

40%

46%

53%

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

Quarter page

Half page

Full page

Spread

Recall Effective recall

Ad recall and effective recall in USA(section 1)


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31%

40%

46%

53%

6%

5%

4%

3%

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

Quarter page

Half page

Full page

Spread

Recall Confusion

Effective recall and confusion - USA


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Can great newspaper ads be

measured and analyzed?


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Perception Attention Cognition Emotion Memory Behavior

Information Processing


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17

29

24

29

26

30

28

69

44

27

31

87

58

47

0 10 20 30 40 50 60 70 80 90 100

Have bought/will buy

Visit store

Look for more information.

Benefit

Positive Attitude

Overall impression

Original

Easy to understand

New information

Interesting

Directed to me

Previous knowledge

Advertiser Identification

Ad RecallAd Recall

Brand

Appeal

Usefulness

Four critical areas of measurement


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The message of great newspaper

ads should be on target.


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Who is looking at the advertisement

1 = All2 = Men

3 = Women

4 = 16 to 29

5 = 30 to 49

6 = 50 plus


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Total Marks

40%

17%

Women gave it higher marks ??????

Total Men Women 1634 35-54 55 up

Case Study

Neutrogena Ad

Mens Product

Color Ad, half page

In Sports Section

Suitable for me

Total Men Women 1634 35-54 55 up

38%27%


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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 recallHit HBO target demos

El Universal saved the HBO Budget


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Are position, section, placement,

size, design or color the keys togreat newspaper ads?


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Ad Size


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Ad size-relating ad recall to age

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

1933 1936 1939 1942 1945 1948 1951 1954 1957 1960 1963 1966 1969 1972 1975 1978 1981 1984 1987

Full page

Half pageQuarter page


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Ad Color


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34%

43%47%

52%

36%

44%

49%54%

38%

47%53%

58%

0%

10%

20%

30%

40%

50%

60%

70%

Quarter page Half page Full page Spread

b/w spot 4 color

Ad recall in USA (display, section 1)

11%

9%

13%

12%


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21%

24%23%

27%25%

31%

0%

5%

10%

15%

20%

25%

30%

35%

Half page Full page

b/w spot 4 color

Ad recall in USA - Classified

19%

29%


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Ad Position


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Ad Position

Chilis case study

Chilis Requested: First Section

Right Hand Page

Near the front

Chilis Ad Ran: Page 80

Left Hand Page

Not Near the front

One very unhappy customer!


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Ad Position

Chilis case study

Total Men Women 16-34 35-54 55 up

Results of ad measurement: 69% ad recall!

92% benefit to me!

This was also supported by an

excellent response from the customers.

Total Men Women 16-34 35-54 55 up

Response of Advertiser:

One Very Happy Customer!


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With 39% of the total readership readingthe auto section, the ad recall changesfrom 32% of the total to 82% for the

reader of the auto section

32

82

0

10

20

30

40

50

60

70

80

90

All readers Auto section reader

Section Placement-

Affinity


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Ad Brand Awareness


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Brand Awareness-

Case Study MRF

Regional Auto Dealers Association

Wanted own identity

Move entire ad budget from newspaper

Start MRF newspaper


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Brand Awareness-

Campaign Results

Dealer Auto Sales Results

8-15%

Q4 2005

12-21%

Q1 2006


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Ad Environment


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Quality Editorial makesgreat

newspaper ads


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989

Ad/Article recall by age

All articles measured

All ads measured


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Concepts forGreat Newspaper Adsalso

make great Web Ads


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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

Great Newspaper Ads


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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.


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Bob BuschRAM Strategic Marketing

Telephone +1 904 994 9997

[email protected]

Data Sources: The data within this presentation was derived from the Research

And Analysis (RAM) database of 4.8 million interviews

Documents

What Makes a Great Newspaper Ad