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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Seven Seas. The client’s view.

Samuel
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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. Seven Seas The client’s view This is the second time we have worked with the NMA, and once again we have seen strong results. The research clearly demonstrates the benefits of brand advertising in national newspapers. Sarah Day Marketing Manager, Cod Liver Oil Once again the effectiveness study has provided us with a rich amount of information that will help us plan our future media activity. Conducting a second study has shown us the long-term benefits of newspaper advertising. Tony Parkin Strategic Planning and Development Manager, Seven Seas

  3. Seven Seas Headline results Why newspapers for Seven Seas?This is the second year Seven Seas have tested their newspaper campaign. The findings from the previous test proved that newspaper advertising builds brand equity and delivers sales uplifts. Newspaper readers increase purchasing of Seven SeasThe increase in spend on Seven Seas products by newspaper readers was almost double that of non-readers. The increase in penetration was a third greater among those exposed to the newspaper campaign. Newspapers drive web trafficThe number of visits to Seven Seas’ website rose by 30% during the campaign. Page views to JointAge Calculator doubled on days when there was newspaper advertising. Newspapers built brand equity over the two campaigns Competitive advantage increased by 16 percentage points compared to pre 2009 campaign. Awareness, familiarity and consideration all improved over the two campaigns. Percentage points JointAge Calculator page views Sales upliftreaders vs non readers +30% x2 +16 x2

  4. Seven Seas The creative work

  5. Seven Seas The creative work Strong creative impact leads to high recognition Recognition – Newspaper ads % recognising 29 20 Millward Brown print norm (326 Ads) Seven Seas

  6. Seven Seas The creative work The newspaper ads are extremely impactful and well-branded Definitely remember ad was for Seven Seas Very eye-catching I’d stop and look rather than turn the page Newspaper ads % agreeing Seven Seas Millward Brown Norm 73 47 95 62 84 52

  7. Seven Seas Business context

  8. Seven Seas 2010 campaign launched amid negative glucosamine PR 4 weekly glucosamine sales £000s

  9. Seven Seas BMJ findings also impacted perceptions Which of the following statements best describes your thoughts about the report% answering I disagree with the research and believe that glucosamine is effective The report put me off buying glucosamine products I use glucosamine for prevention rather than cure, so the report was not relevant

  10. Seven Seas The Findings

  11. Seven Seas Newspapers readers increase in spend is double that of non-readers Seven Seas value sales12 w/e 05th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £000s Pre-period During/post +34% +18% Newspaper readers Non-readers

  12. Seven Seas Seven Seas grew market share by 35% more among newspaper readers vs non-readers Seven Seas value sales12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period During/post +31% +23% Newspaper readers Non-readers

  13. Seven Seas Penetration increases by 28% among newspaper readers Seven Seas penetration12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period During/post +28% +21% Newspaper readers Non-readers

  14. Seven Seas Newspapers readers increase average weekly purchase Seven Seas average weekly purchase12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £s Pre-period During/post +7% -1% Newspaper readers Non-readers

  15. Seven Seas Newspapers drive web traffic Seven Seas web trafficVisits +30% 6471 4973 Pre-campaign During campaign

  16. Seven Seas Newspaper insertions double page views JointAge Calculator web trafficPage views +121% 2428 1100 During campaign – days with no ads During campaign – days with ads

  17. Seven Seas Spontaneous awareness increased significantly Spontaneous awarenessPre to post % points increaseTop 2 Box % Pre-wave Post-wave +23 +25 +20 Total Users who recognise NP Non-users who recognise NP

  18. Seven Seas Newspapers enhance consideration Brand commitment – Likelihood to choosePre to post % points increaseTop 2 Box % 2009 Pre-wave 2010 Pre-wave 2010 Post-wave +8 +22 +1 Total Recognise NP Non-recognisers

  19. Seven Seas Newspaper campaign boosts brand equity and creates competitive advantage Brand Dynamics equity analysis post-wave % points change on pre-wave vs. pre-wave 2009 11 Bonding +16% 38 Advantage +16% 44 Performance +16% 49 Relevance +16% 58 +16% Presence Recognise NP

  20. Seven Seas Highly engaging newspaper creative Newspaper involvement diagnostics Norm: 61 NP ads Recognise NP (Each axis 0-80%)

  21. Seven Seas Campaign produces very positive emotional and rational response Response to newspaper ads % agreeing Millward Brown Norm Contained new information 79 50 Contained different information 71 36 Points made were relevant 89 45 Points made were believable 71 91 Made brand more appealing 84 51 Made me more likely to buy Seven Seas 80 36

  22. Seven Seas Re-appraisal is strengthened by multiple executions Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 78 73 69 Recognise: 1 Newspaper ad 2 Newspaper ads 3 Newspaper ads

  23. Seven Seas Strong call to action boosted by multiple executions Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % 83 84 69 Recognise: 1 Newspaper ad 2 Newspaper ads 3 Newspaper ads

  24. Seven Seas Emotional connection with Seven Seas JointCare is strengthened by multiple executions Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 87 84 73 Recognise: 1 Newspaper ad 2 Newspaper ads 3 Newspaper ads

  25. Seven Seas The media rationale

  26. Seven Seas Newspapers closely match brand profile Analysis by social grade % AB C1C2 DE 15 25 31 50 52 51 35 23 18 Profile of Vitamin & Mineral users Heavy NP readers Heavy TV viewers Source TGI 2011 Q1

  27. Seven Seas National newspaper readers are big spenders Expenditure on vitamin & mineral supplements £ per household 2010 £2.83 £2.58 £2.44 £2.24 £1.84 £1.62 £1.36 Total Market Heaviest 1/3 TV Frequent Newspaper readers Frequent Quality NPs Frequent Mid-market NPs Frequent Popular NPs Frequent Online NPs Source Kantar World Panel 52wk average 26 Dec 10, HH (000s) 7,064 for heaviest TV , 7,729 Freq NP quals 1370, Mids 1907, Pops 3522, Online NP 1,233. Note Online NP data also built in to newspaper groups

  28. Seven Seas Test detail

  29. Seven Seas Test hypothesis Newspapers are the perfect environment for healthcare ads, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions Relevant editorial heightens audience engagement and interest Newspapers’ immediacy drives sales response

  30. Seven Seas Test detail Campaign objective Attract new users to joint care supplements category, and build Seven Seas joint health expertise credentials. At the same time strengthen loyalty among users. Media Plan 410 GRPs Sample: 711 adults aged 45+ who buy vitamins/supplements nowadays. ABC1C2 social class plus E social class if in receipt of private pension Media Source: NMR/BARB/NRS

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