Newspaper Creative Benchmark Report Toyota July 2011

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard Toyota was included in the July 2011 study

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

Toyota was two of three ads tested in Sydney Sample: Australians 16+ Fieldwork: th July 2011 Conducted online by Ipsos MediaCT Benchmarks used: Automotive Averages Newspaper Norms Newspaper Averages ( for Action Map comparisons, data available from March 2010)

Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

6 Lifetime of Advantages Sydney People 16+ =109 HP DPS Tested: July 2011 Mid Year Event Sydney People 16+ = 111 HP DPS Tested: July 2011 Toyota ads being benchmarked Ads benchmarked

Ads in situ

Branded Newspaper Benchmarks

Ad recognition was on par with averages while interest for the Lifetime Advantages execution exceeded averages by a significant margin. The low brand linkage for ‘Advantages’ probably reflects a very small sample and the unique nature of the message. A number of respondents suggested it was a ‘VW’ ad. Significantly different to Auto Average at 90% c.l. * Automotive Average Newspaper Norm +14 *nb: brand linkage samples very low Lifetime : n=11 Event : n=14

The Lifetime Advantages execution achieved significantly high scores for 3 key brand metrics while the Mid Year Event ad scored very close to averages on all three metrics. Significantly different to Auto Average at 90% c.l Automotive Average Newspaper Norm

Although ‘Advantages’ is not a stand-out it is important that its strongest rating ‘highlights an important feature’. Although ‘Mid Year Event’ is similar to all other ads, importantly it ‘makes it easy to see what’s on offer’, which is a requirement for effective retail ads. Automotive Average Newspaper Norm

Newspaper Auto Diagnostics Automotive Average Both ads perform well against averages across the four measures. The Lifetime Advantages ad scored significantly well for ‘Looks like a car to be proud of’ and importantly, both executions score significantly well for ‘Can see myself driving’. Significantly different to Retail Average at 90% c.l

39% of respondents were generally correct with their comprehension of the main messages. ‘Don’t know’ is higher than we would generally expect, possibly because readers expect to see prices in this type of ad.

What did the respondents say about the ad? I think it answers all questions you usually think about when buying a new car Conveys all the advantages that you get as a Toyota vehicle owner in a nice looking display It was unclear at first that the two sides belong together in one ad. I thought initially they were two different ads Gives a clear message. Toyota is already a leader and the ad helps drive home the point Bright colours of the cars appeal to me in amongst all the black & white What happened to the 'oh what a feeling' fun ads? It looks a lot more slick than what I would’ve expected the Toyota brand to have Shows leadership Answers questions Appealing & high quality

The Lifetime Advantage ad achieved significantly high scores for delivering to the roles of Affinity, Information and Call to Action…making it one of the best performing Auto ads we’ve tested since 2008 Automotive Average Significantly different to Auto Average at 90% c.l. Newspaper Norm

51% of respondents were generally correct with their comprehension of the main messages and 82% knew it related to selling cars, reflecting a clear piece of communication

Car ads are fairly routine no matter how many bells and whistles you put on it. It gives a good clear visual, with the relevant information. Happy with that. Too wordy. The name speaks for itself. Ask any Toyota owner Find it very similar to most other car ads. Although Toyota is my preferred brand! A good ad. If you were thinking of purchasing a car you would act on it now and not delay it. It's OK, but resembles most other car ads The use of the red always makes it stick out. I liked the prices and the simplicity of the ads What did the respondents say about the ad? Similar to other car ads Simple and clear ‘Preferred brand’ recognition

The Role Map for the Mid Year Event ad followed a fairly typical Retail shape, doing quite well on delivery of Information, Extension and Affinity. Automotive Average Significantly different to Auto Average at 90% c.l.

Although not significant, it is interesting that ‘Advantages’ has a broader footprint for likely actions. Newspaper Average* Significantly different to Auto Average at 90% c.l.

Performance Comparisons

Comparison with other Toyota ads Camry, Intelligent Decision Market: Syd Size: FPC Tested: November 2010 Sample: People 16+, n=100 Great Offers, J Shape Market: Syd Size: Broken Space Tested: June 2009 Sample: People 16+, n=98

This ad for Camry Hybrid achieved high scores for delivering to Affinity, Reappraisal and Information. The Lifetime Advantages ad does well on these measures while also delivering strongly to Call to Action Appealing to consumers on a feature versus an offer Automotive Average Newspaper Norm

We used the ‘’Great offers” ad as an example of a non-standard space (i.e. not a FPC). We see that while it delivered to Auto Averages on Affinity and Call to action, it lacked on delivery of Information and Extension. Mid Year Sale a better retail footprint. Using a non-standard space to talk deals Automotive Average Newspaper Norm

Honda, Take Notice Market: Syd Size: HPC Tested: March 2011 Sample: People 16+, n=107 Suzuki, L Shape Market: Syd Size: L Shape Tested: March 2011 Sample: People 16+, n=103 Comparison with other recently tested car manufacturer ads

The Honda ad does very well to deliver on Information and meets averages on Reappraisal and Affinity but this is not generating a concurrent Call to Action ‘Reasons to believe’ versus tangible benefits Automotive Average Newspaper Norm

This L-shaped space from Suzuki links well to their TV campaign but misses the boat on driving the other Role metrics Appealing on lifestyle versus owner advantages Automotive Average Newspaper Norm

Comparing these examples on driving Affinity Lifetime of Advantages is the clear leader of these examples, in driving Affinity with readers. This ad ranks as #2 for Affinity, within the Automotive category, within our regular database

Comparing these examples on demonstrating a Call to Action Lifetime of Advantages is now our #1 ranked ad within the Auto category (within our regular database) for driving a Call to Action

Comparison of Likely Actions* Buy/Try Visit Dealer/Look in store Lifetime Advantages is #1 for ads we’ve tested within the Auto category, for generating intention to ‘Buy/Try’ Lifetime Advantages is #3 for ads we’ve tested within the Auto category, for generating intention to ‘Visit the dealer / Look in store’. ‘Hybrid Camry’ (tested Mar ’10) is #2. *Action Map data available since March 2010

Web Search Remember for Later Lifetime Advantages is the #2 ad we’ve tested in the Auto category (within our normal database) for this measure. Mid Year Event is #5 Both ads do well on memorability however Lifetime Advantages outperforms Mid Year Event and ranks #5 for all ads tested in the Auto category (within our normal database) Comparison of Likely Actions* *Action Map data available since March 2010

Explaining the Results

Source: The Seed Qualitative Research. Paraphrased

The Lifetime Advantages advertisement is a very good example of how to appeal to a broader target effectively, delivering; Brand equity impact High scores on RoleMap Good scores on ActionMap The results also demonstrate that Call To Action is not just about getting people into dealership. The RoleMap clearly indicates that Lifetime Advantages also drives; Websearch Remembering for later Talkability We believe there are strong grounds to consider a more consistent schedule of this nature – possibly beyond the automotive sections. The Mid-year Event was reasonably effective as a more traditional retail event.

Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Testing of randomly selected and hand picked newspaper display ads Over 3,000 ad observations in total 25 test ads (27 randomly selected, 9 hand picked) 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, 2009 Creation of Automotive Averages

Creation of All Newspaper norms Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Retail average Statements are tailored to be appropriate to the advertising category.