1. PANPA08
9 September, 2008

2. To increase our share of national advertising revenue
Our Primary Goal
To increase our share of national advertising revenue

3. The opportunity for brand campaigns

5. $400 million Food Newspaper share: 3%
Source: Nielsen Media Research AdEx, FY 2008

6. Toiletries/ cosmetics/ haircare
Newspaper share: 4%
$316 million
Source: Nielsen Media Research AdEx, FY 2008

7. $217 million Newspaper share: 9% Pharmaceuticals
Source: Nielsen Media Research AdEx, FY 2008

8. Non-alcoholic beverages
Newspaper share: 3%
$127 million
Source: Nielsen Media Research AdEx, FY 2008

9. $120 million Newspaper share: 6% Alcoholic beverages
Source: Nielsen Media Research AdEx, FY 2008

11. $202 million Newspaper share: 21% Automotive - brand
Source: Nielsen Media Research AdEx, Calendar 2007

12. Forces at work

13. Forces pulling us in different directions
Relevance
Media planning
Creative development
Other prejudices

14. Media agencies speak a different language: TOUCHPOINTS

15. And often we don’t rate highly...
Example:
Newspapers 15/40

16. Complex, diverse issues Need to be addressed individually But what actually happens in market?

17. The Newspaper Works Quantitative Effectiveness Metric

18. + The Newspaper Works metric Brand and ad measures Brand awareness
Brand disposition
Brand equity
Brand imagery
Ad recognition
Brand linkage
Strategic roles
Ad diagnostics
Message take-out
Recognised industry metrics +
Newspaper metrics
Client brand image/ message take-out metrics 18

19. Applications

20. Understanding of newspaper effectiveness
Same sample case histories
Matched sample case histories
Benchmarked Creative Effectiveness
Rigorous studies that can isolate the impact of newspapers in a multi-media campaign
Studies that evaluate the impact of the overall campaign
Response to advertising benchmarked against newspaper norms

21. Some Outputs

22. NP+TV combination increases brand
Example output: effect of adding newspapers to TV
NP+TV combination increases brand
preference by 11%
Pre-wave
Post-wave
+11 56 45 +1 26 27
TV solus
TV + NP 22

23. Example output: HOW newspapers work with TV
Emoti*Scape
Tired/Worn Out
Hatred/
Repulsed
Shocked
Harmony/
A Connection
Free/
Unrestricted
Dislike
Aloof/
Feel Superior
Exploited/
Ripped-off
Skeptical
Shy
Upset
Embarrassed/Ashamed/Guilt
Apathetic/
Unmoved
Bored
Disappointed
Worried/
Concerned
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Angry/
Outraged
Surprised/
Amazed
Gratitude/
Relieved
Entertained/
Pleased
Happy
Inspired/
Optimistic
Appreciated/
Special
Trust
Warm Fuzzy
Cool/Calm
Love
Eager/
Enthusiastic
At peace/
Normal
Confidence
Proud/
Self-Respect
Curious/Interested
Confused
Turned-on
Attraction/
Charmed
Jealous/
wishful
Active
Passive
Positive
Negative
Newspapers can accentuate active response
Copyright 2004, Ipsos. All rights reserved 23

24. Six Strategic Roles Raises an important issue or cause
Encourages me to think differently about the brand
Gives me a good feeling about the brand
Gives me more information about the brand
Gives me a reason to buy, use or find out more about the brand
Reminds me of the TV advertising for this brand
PUBLIC AGENDA
(RE)APPRAISAL
AFFINITY
INFORMATION
CALL TO ACTION
EXTENSION

25. ‘Gives me a good feeling about the brand’
Preliminary results from validation work
Affinity
‘Gives me a good feeling about the brand’

26. Preliminary results from validation work
Newspaper norm
(all Australians)
Sources: Ad results: Ipsos validation study, round 2, stream 3. n= 158
Norm: Ipsos benchmark study, n=1500

27. ‘Encourages me to think differently about the brand’
Preliminary results from validation work
Reappraisal
‘Encourages me to think differently about the brand’

28. Preliminary results from validation work
Newspaper norm
(all Australians)
Sources: Ad results: Ipsos validation study, round 1
Norm: Ipsos benchmark study, n=1500

29. ‘Reminds me of the TV advertising for this brand’
Preliminary results from validation work
Extension
‘Reminds me of the TV advertising for this brand’

30. Preliminary results from validation work
Newspaper norm
(all Australians)
Sources: Ad results: Ipsos validation study, round 1
Norm: Ipsos benchmark study, n=1500

31. ‘Raises an important issue or cause’
Preliminary results from validation work
Public agenda
‘Raises an important issue or cause’

32. Preliminary results from validation work
Newspaper norm
(all Australians)
Sources: Ad results: Ipsos validation study, round 2, stream 3. n= 158
Norm: Ipsos benchmark study, n=1500

33. Effectiveness can help us overcome hurdles to greater newspaper usage
Real Australian cases proving newspaper effectiveness
- range of categories
- range of strategic roles – particularly brand
Engaging strategists and clients through newspaper rather than masthead messages