CRE­ATIVE CON­TROL

How print ads work.

The Works - - FRONT PAGE -

Gain­ing cut-through in a mass me­dia en­vi­ron­ment is dif­fi­cult.

This is the age of “si­mul­ta­ne­ous me­dia con­sump­tion” where TV view­ers can flick through Face­book when the ads come on.

Con­vinc­ing con­sumers to take ac­tion after view­ing an ad­ver­tise­ment has never been harder.

A key ben­e­fit of news­pa­pers is that read­ers are en­gaged – it re­quires a level of con­cen­tra­tion not needed for other me­dia.

Ad­ver­tis­ers want to en­sure bang for their ad­ver­tis­ing buck, and they want to know their ads are en­cour­ag­ing ac­tion.

The News­pa­per Works re­launched its AD­vance cre­ative bench­mark­ing ser­vice to help ad­ver­tis­ers and cre­ative agen­cies see the strate­gic roles news­pa­per ads play in in­flu­enc­ing read­ers.

Cre­ative Bench­mark­ing

The AD­vance Cre­ative Bench­mark­ing pro­gram, de­vel­oped in con­junc­tion with lead­ing in­de­pen­dent re­search company Ip­sos Me­di­aCT, tests print cre­ative across a range of mea­sures.

Th­ese in­clude recog­nised brand track­ing and pro­pri­etary mea­sures de­signed to cater to the unique char­ac­ter­is­tics of news­pa­per ad­ver­tis­ing.

The Ac­tionMap

The Ac­tionMap is an out­put of AD­vance that al­lows us to iden­tify the ac­tions that news­pa­per ads in­spire.

Read­ers are asked about the ac­tions they would con­sider tak­ing (or have taken) as a re­sult of see­ing the ad. Re­searchers then plot re­sponses and chart the likely course of ac­tion.

The fol­low­ing ex­am­ples of print ads tested this year il­lus­trate how strong print ads can drive a num­ber of ‘calls to ac­tion’ – from web-search to store vis­its and buy/try.

Top Shelf

Coles and Wool­worths are two of the big­gest dis­play ad­ver­tis­ers in news­pa­pers and masters of pro­duc­ing at­trac­tive cre­ative that drives read­ers into ac­tion. Both pro­duced sim­i­lar ad ex­e­cu­tions pro­mot­ing dis­counted fruit and vegetables.

Both ads per­formed well in driv­ing a form of call to ac­tion. How­ever, the type of ac­tion taken dif­fered slightly with each ad.

Coles’ un­clut­tered ap­proach was vis­ually ap­peal­ing and pre­sented their fruit and veg of­fer in a clear way. It per­formed strongly in terms of driv­ing store vis­its. How­ever, the $2 of­fer was not as com­pelling as Wool­worths’ of­fer and so it did not en­cour­age the same level of ‘buy or try’.

Cruise Con­trol

Print news­pa­pers are sec­ond to on­line as the most use­ful me­dia to in­flu­ence hol­i­day de­ci­sions. Scenic Tours and Avalon Wa­ter­ways re­cently looked to print news­pa­pers to ad­ver­tise their Euro­pean river cruise pack­ages, with each brand us­ing sim­i­lar but dis­tinc­tive app roaches

Though th­ese two ex­e­cu­tions are sim­i­lar in style, they ac­tu­ally drive dif­fer­ent ac­tions. The Avalon Wa­ter­ways’ cre­ative has the edge in terms of en­cour­ag­ing read­ers to visit a travel agent or search for more in­for­ma­tion on­line. One in four re­spon­dents (23%) said they would carry out one of th­ese ac­tions.

The Scenic Tours’ ad per­formed bet­ter in terms of talk­a­bil­ity, driven by the at­trac­tive “Fly Free to France” of­fer. One in five said they would men­tion the ad to oth­ers.

In­ter­est in im­me­di­ate pur­chase was low, which was not sur­pris­ing con­sid­er­ing the high-end na­ture of the prod­uct. How­ever, longterm in­ter­est was high, with both ads en­cour­ag­ing read­ers to tear out or re­mem­ber the ad.

The AD­vance re­search pro­gram proves that well de­signed print ad­ver­tis­ing works. De­pend­ing on the strate­gic goal of the ad cam­paign, news­pa­per ad­ver­tis­ing can drive a num­ber of de­sir­able ac­tions from read­ers, no mat­ter what the cat­e­gory”

En­ergy Boost to Brand

Two re­cent cam­paign launches have demon­strated how a com­bi­na­tion of news­pa­pers and TV can am­plify a mes­sage and per­suade con­sumers to re­con­sider a brand.

Ori­gin En­ergy launched ear­lier this year a new ad­ver­tis­ing cam­paign, tak­ing a new strate­gic and cre­ative ap­proach. Its goal was to con­vince con­sumers to think about en­ergy as an es­sen­tial part of their lives.

Eti­had’s cam­paign was its first global brand cam­paign in three years. This ad ran just prior to the launch of the new tele­vi­sion cam­paign. That this ad ran with­out the ben­e­fit of tele­vi­sion in­di­rectly pro­vides a use­ful demon­stra­tion of why run­ning ads across me­dia is im­por­tant.

In­ter­na­tional air travel and elec­tric­ity are rad­i­cally dif­fer­ent cat­e­gories, so a di­rect com­par­i­son could be mis­lead­ing. Both ads per­formed strongly in terms of driv­ing mem­o­ra­bil­ity, wordof-mouth, and prompt­ing on­line search. The Ori­gin ad was more ef­fec­tive in mo­ti­vat­ing read­ers to ac­tively seek out the brand.

The AD­vance re­search pro­gram proves that well de­signed print ad­ver­tis­ing works. De­pend­ing on the strate­gic goal of the ad cam­paign, news­pa­per ad­ver­tis­ing can drive a num­ber of de­sir­able ac­tions from read­ers, no mat­ter what the cat­e­gory.

Sub­tle dif­fer­ences in sim­i­lar Coles and Wool­worths cre­atives en­cour­aged dif­fer­ent ac­tions

Tour op­er­a­tors use at­trac­tive vi­su­als to drive read­ers into ac­tion

Clever cre­ative stands out from the crowd, peaks read­ers in­ter­ests and gets peo­ple talk­ing

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