December 2011 Newspaper Creative Benchmark Report Qantas

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

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:

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

Ad Appearance: – The Age, Saturday November 5 th 2011 This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 102 Test market: Sydney Fieldwork: 2 ND – 12 TH December 2010 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details)

Branded Newspaper Benchmarks

Newspaper Norm This ad, announcing the return of Qantas to the skies after significant industrial action, achieves high scores for ‘Highlights an important feature’ and ‘Looks good’. It is seen as different for the category, which makes sense as the ad speaks to a specific issue rather than airfares and routes etc.

Unsurprisingly as this is an issue driven ‘announcement’ and not an ongoing campaign, ad recognition is low. Brand linkage is consistent with Norms, as is Interest. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Brand linkage n= 6 Branding removed Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

This ad achieved brand equity scores that are slightly higher than Newspaper Norms. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

69% of respondents returned very specific elements of main messaging, with a further 16% mentioning airline in other contexts.

What did the respondents say about the ad? Trying to be honest with the public and not ignoring the disruption with the service. It is more trustworthy than other ads. It also has a refined feel to it. Qantas is a great brand but expensive. Wish I could support them more Feels very Australian. Great brand Australian icon Helps regain trust I felt that my faith in the company was justified over closing down over the strikes, and this helped reinforced my belief A necessary move to reassure customers after the damaging and destructive union campaigns. An assertive and confident statement - no need to be overly apologetic. Inspiring

The word cloud shows a strong connection to all the main themes in the advertising

The RoleMap for this ad skews significantly towards Public Agenda, a reflection of how the industrial action was seen as an issue of National importance. The ad performs well against all other Roles, falling slightly below Norms for Call to Action (which is expected, as call to action is clearly not the role of the ad). Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

As the ad’s Role was primarily to address the Public Agenda and deliver information, it is not surprising that the ActionMap delivers behaviour such as ‘Remember for Later’ or ‘Tell Friends or Family’ rather than generate a strong link to purchase intention. Significantly different to Newspaper Norm at 90% c.l. Newspaper Average

Qantas developed this ad as a statement of strength, that came at the end of a long and bitter period of industrial upheaval Respondents agreed the ad ‘looks good’ and ‘highlights an important feature’, which was also reflected in verbatims such as ‘Inspiring’ and ‘refined’. Using iconic imagery (the red kangaroo flying over an unmistakably Australian landscape) they were able to generate high RoleMap scores across the board, delivering strong results for Information and Reappraisal, with a particular emphasis on the importance of the issue to the Public Agenda When comparing the Public Agenda results that dominate the results for this ad, versus the Affinity and Reappraisal led results generated for a recent Virgin Australia ad (see comparisons), it demonstrates that respondents have very strong feelings attached to Qantas as ‘Australia’s Airline’ that go beyond that of a competing brand in the marketplace.

Comparison with other ads

Recent Qantas Brand Ads September 2011 December 2011

One brand, different roles for messages The evocative ‘Spirit’ ad from September 2011 helped increase Affinity for Qantas, while the ‘Stronger’ ad gave Qantas’ view on the public debate about the airline and it’s resourcing. As a result it’s no surprise it delivered well on Public Agenda, Information and Reappraisal.

October 2011 December 2011 Competing airline brands

The ad from Virgin uses a very different messaging strategy to set themselves apart from the competition. As a result, the ad generates an excellent result for generating both Affinity and Reappraisal which are attributes that can win new customers longer term. ‘Back on schedule’ vs ‘Putting the magic back’

Top Performers on Rolemap

6.2x Higher than norm 5x Higher than norm 2.4x Higher than norm 2.9x Higher than norm 8.0x Higher than norm 3.8x Higher than norm All newspaper norm. December 2011 (Updated monthly)

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

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.