Project bluesky/ readership issues

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Newspaper ads that demonstrate the strategic
role of Affinity
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Six Strategic Roles
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There are many ways to create powerful
connections with readers when you advertise in
newspapers whether the story youre telling is
intended to inform, entertain, inspire, stimulate
thinking, generate feelings or even change
behaviour. Six distinct, but not mutually
exclusive, strategic roles that newspapers can
play were originally identified by The Newspaper
Marketing Agency in the UK. These roles have
subsequently been validated by Ipsos Media CT and
The Newspaper Works through a combination of
qualitative and quantitative testing in
Australia.
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Their definitions
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Affinity advertising establishes emotional
connections by mirroring the values or
aspirations of readers.
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The Role Map demonstrates how consumers connect
with newspaper advertising across the six
strategic roles, comparing the performance of
newspaper creative against a footprint of all ads
tested, or in the case of the six roles,
comparing the performance of creative against a
footprint of all ads tested.
Retail average
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About the research
Phase 1

• 36 newspaper ads tested to establish All
  Newspaper Norm and Retail Average footprints
• Wave 1 July-August 2008, 27 randomly selected
  retail ads tested
• Wave 2 October-November 2008, 9 additional hand
  picked retail ads tested
• Sample Australians 16 in five cap cities
• Total 2,475 respondents and over 7,000 ad
  observations
• 100 observations for each ad tested

The Newspaper Works effectiveness partner
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About the research
Phase 2

• Average of 9 newspaper ads tested monthly
• Various categories accommodated
• Sample to date Australians 16 in Sydney (n300
  in total)
• Further samples will include other metro markets
• 100 observations for each ad
• Conducted online by Ipsos

The Newspaper Works effectiveness partner
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Gives me a good feeling about the brand
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Newspapers can be an extremely effective medium
to strengthen consumers affinity for a
particular brand, as these advertisers
demonstrate.
All Newspaper Norm
Affinity score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
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A straightforward approach can strengthen
affinity towards a brand. Both Mars and Kit Kat
leverage the strong familiarity with their iconic
packaging to help deliver points of relevance.
Caution small sample size
Affinity score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
All Newspaper Norm
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Providing information that improves familiarity
and understanding for a brand while also
differentiating, can help strengthen
affinity. Abbotts Village Bakery uses
back-to-basics heritage and Dairy Farmers uses a
simple and direct approach.

• Caution
• - small sample size

Affinity score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
All Newspaper Norm
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Readers have personal relationships with
newspapers so they provide an ideal platform to
communicate brand ideas in more personal
ways. Unlike other media, newspapers are
actively consumed. The act of reading requires
concentration, which leads to greater
connection. Newspapers have distinct
personalities and offer a range of sections that
reflect readers passions and interests and
provide relevant environments to tap into fully
engaged minds. Affinity advertising brings
consumers closer to your brand by eliciting
instinctive reactions that create personal
identification or a sense of belonging. Newspaper
advertising provides a range of sometimes
overlooked opportunities for advertisers to
strengthen the affinity that consumers feel
towards their brands.
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Comments

Affinity advertising is not the exclusive domain
of established brand advertisers. Lesser known
and new brands can also connect emotionally with
consumers in newspapers. And emotive imagery
doesnt always need to be utilised to connect
accordingly. Even a clever use of packaging and a
single minded message can engage.
In many cases the outcome of Affinity comes in
combination with an attractive proposition (call
to action) or delivery of new information that
promotes consideration (re-appraisal /
information), implying Affinity is driven by
what, and how a message is delivered, not where
it is placed.
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While the examples presented in this report
clearly demonstrate a dominant strategic role in
each case, RoleMap isnt a compass. Newspaper
advertising tends to work across a range of
roles, often feeding off each other in the
process. For example, more detail (Information)
can provoke a rethink about a brand
(Re)Appraisal) which in turn creates a closer
emotional connection with consumers (Affinity).

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While IKEAs ad performs strongly as a retail ad
by driving a Call to Action via its price point,
its also helping build the brand with its
eco-credentials story and in doing so encourage a
rethink about the IKEA brand (Re)Appraisal, which
in turns builds Affinity with the brand.
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Virgin Blues topical ad (taking on Qantas), is
seen to put an important issue on the Public
Agenda, and in doing so gets consumers to rethink
the Virgin Blue brand (Re)Appraisal, also driving
a Call to Action in the process.
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Beaurepaires performs very strongly in the
classic retail footprint, delivering important
Information when belts were being tightened
(during the GFC) and in turn effectively driving
a Call to Action.
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Summary

• Newspapers can be utilised across the full
  spectrum of strategic roles, some of which are
  traditionally associated roles for newspapers,
  such as Call to Action and Information roles.
• However newspaper advertisers are also
  increasingly recognising the role that newspapers
  can play in brand building roles such as
  Affinity and (Re)Appraisal.
• Furthermore newspapers are being harnessed to
  drive important brand issues and causes (Public
  Agenda) and to extend and build on TV activity.
• In this report, advertisers have demonstrated
  both expected and fresh ways to bring their
  communication to life while still delivering
  effective outcomes for their brands.

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Questions?
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For more information on this or any of the other
strategic roles that can be used in newspapers to
connect powerfully with consumers, contact your
sales executive or The Newspaper Works
on Phone [phone] Fax (02) 9692
6399 Email Admin_at_thenewspaperworks.com.au www.the
newspaperworks.com.au