Measuring Pure Newspaper Advertising Effectiveness

1. Measuring Pure NewspaperAdvertising Effectiveness “The Norwegian Mustard Case” Associate Director Ingvar Sandvik TNS Gallup Norway

2. A researcher’s dream…. • A laboratory test in practice! • Background: • The newspapers are struggling to keep up the pace of the total market and losing market share to TV • The market wants more evidence of effects • Newspaper advertising is not considered “sexy” enough • Newspapers are not considered as an important media for Brand Building campaigns • Clients: The Local and Regional newspapers in Norway • Formed a project group to address the needs for better evidence The Norwegian Mustard Case.

3. Effectiveness Creativity • Measure effectiveness • of using newspaper advertising only • To show that Creative newspaper advertising are effective both in promoting sales and building brands Demand For Better Evidence of Advertising Efficiency – first step “Let's make a Case” The Norwegian Mustard Case.

4. The Effect Pyramid - a long way from circulation and readership to effect… Brand Commitment (sustained long term effect) Effect on sales Communication/Brand Effects Ad Recognition OTS (Ad) OTS (Readership) Total Population The Norwegian Mustard Case.

5. The Story • Our aim was to document effects of a newspaper advertising campaign for a brand that had been present in the market for many years, but which had never been advertised before • We needed to isolate the effects exclusively to the campaign: • We (the project group) were to have complete control over the campaign. • The wholesalers were not allowed to do anything, except stocking the shelves as usual • They were not even allowed to tell their sales people about it before the first ad was displayed in the newspapers!

6. The Brand – Edmond Fallot • Through a time consuming process of searching for the right product, we ended up with a small brand of French Dijon mustard called Edmond Fallot • Had been present in the Norwegian market for 15 years • Had a market share of 1,8% • Never been advertised before • …and a wholesaler that accepted our strict conditions…. • Campaign Budget matched to a product launch campaign on TV • But NO in-store activities were used – which is very rare…. • Campaign had a total reach of 89% • started mid November 2004 (week 46), and • ended early December 2004 (week 49) The Norwegian Mustard Case.

7. The Edmond Fallot Campaign – start-up ad Tells the story of the Brand The Norwegian Mustard Case.

8. The Edmond Fallot Campaign – full page ads Giving “life” to the Brand The Norwegian Mustard Case.

9. The Edmond Fallot Campaign – recipe follow up ads Shows the Brand in use The Norwegian Mustard Case.

10. The survey • Fieldwork • Total 2.330 interviews before, duringand after the campaign period • Target Group: age 30-59 • Methodology • Through Internet • TNS Gallup Panel • Random and representative sample • Weighted according to total population 30-59 years of age • All figures and results are pure market effects • No screening through OTS question or similar measures The Norwegian Mustard Case.

11. Advertising Brand Brand Relationship Brand Relationship Brand Commitment Behaviour Channel Market Presence Market Barriers The Framework – the effect of advertising on brand commitment The Norwegian Mustard Case, London January 2006

12. Advertising Brand Brand Commitment Behaviour Market Presence Channel Market Barriers Market Presence Channel Market Barriers Edmond Fallot Market Presence and Barriers& Isolating the effects The Norwegian Mustard Case, London January 2006

13. Market Shares 2003 (value) • Idun dominates the mustard market totally Source: ACNielsen The Norwegian Mustard Case.

14. Sales Volume – Mustard Category - 2003 / 2004 No increase in Category sales Source: ACNielsen The Norwegian Mustard Case.

15. Distribution 2003-2004 (quarterly) No increase in Distribution, and no changes in price 2003 2004 2005 Source: ACNielsen The Norwegian Mustard Case.

16. Effects The Norwegian Mustard Case, London January 2006

17. Advertising Brand Brand Commitment Behaviour Market Presence Channel Market barriers Edmond FallotAdvertising Contribution Advertising The Norwegian Mustard Case, London January 2006

18. Ad Recall (within product category) ” Which of the following brands of mustard have you seen advertising for recently?” Campaign Period Campaign start (Friday 13 Nov–week 46) Post campaign Campaign ended (Friday 3 Des–week 49) The Norwegian Mustard Case.

19. Ad Recognition (exposing the ads):” Have you seen one or several of these ads that have been run in the newspapers recently?” Campaign Period Campaign start (Friday 13 Nov–week 46) Post campaign Campaign ended (Friday 3 Des–week 49) Base: 1.271 interviews The Norwegian Mustard Case.

20. Motivation + Involving + Recognition Build, strengthen or reinforce the brand - consumer relationship III Either what is communicated or the way its communicated is found relevant, interesting and worth seeing again Involvement + Recognition II Messages, moods, feelings and values are communicated to the target audience Recognition Only (No Further Effect) I Advertising Effect - Beyond Awareness!The TNS AdEval model The Norwegian Mustard Case.

21. Advertising Effect - Beyond Awareness! Base: Have seen the campaign (post: 372) The Norwegian Mustard Case.

22. NORM Advertising Effect - Beyond Awareness! Base: Have seen the campaign (post: 372) NORM: TNS AdEval Normbase The Norwegian Mustard Case.

23. Advertising Brand Brand Commitment Behaviour Market Presence Channel Market barriers Edmond FallotBrand Effects Brand The Norwegian Mustard Case, London January 2006

24. Brand Awareness - Edmond Fallot”Which of the following brands (picture shown) of mustard do you know or have heard of?” Campaign start(Friday 13 Nov – week 46) Campaign end(Friday 3 Des–week 49) Base: Total (1.995) The Norwegian Mustard Case.

25. More than doubled brand awareness Twice as many have tried Significant increase in brand preference The TNS Gallup Brand-Map (Edmond Fallot) Sum = Brand Trial Base: PRE, week 45, (282) POST, week 50, (321)

26. Distinct BERGBYS Humorous Innovative Youthful Charming Creative Joyful Feminine Cool Trendy Careful Thoughtful Unique Sentimental Friendly EDMOND FALLOT Credulous Exclusive Common Original Family oriented Elegant IDUN Vital MAILLE Comprehensive Hard working Self-confident Trustworthy Glamorous Honest Sophisticated Masculine SLOTTS Genuine COLMAN'S Common Raw Strong Original Intelligent Original Brand personality map (pre campaign) Weak and unclear personality The Norwegian Mustard Case.

27. Acquired personality Brand personality map (post campaign) Distinct BERGBYS Youthful Innovative Charming Humours Joyful Feminine Trendy Glamorous Creative Cool Friendly Unique Sentimental EDMOND FALLOT Thoughtful Careful Elegant Family oriented Exclusive Common IDUN Vital MAILLE Sophisticated Credulous Honest Common Intelligent Comprehensive Trustworthy Self-confident Original SLOTTS Genuine Hard working Raw Original Strong Masculine COLMAN'S Original The Norwegian Mustard Case.

28. Advertising Brand Brand Relationship Behaviour Market presence Channel Market barriers Edmond FallotBrand Commitment (brand-consumer relationship) Brand Commitment The Norwegian Mustard Case, London January 2006

29. USERS NON-USERS Weakly unavailable Unavailable Available Ambivalent Entrenched Average Convertible Shallow Committed users Uncommitted users Available non-users Unavailable non-users Conversion Model™ – measuring brand commitment Effective Marketing The Norwegian Mustard Case.

30. POST campaign PRE campaign Committed users Committed users Users 6% Users 10% Uncommitted users Uncommitted users Available non-users Available non-users Unavailable non-users Unavailable non-users Brand Commitment Significantly more users and commitment to brand Significant increase ofavailable non-users Total (674) The Norwegian Mustard Case.

31. Edmond Fallot (DURING) (6%) Edmond Fallot (POST) (10%) Edmond Fallot (PRE) (6%) Customer Equity Matrix - The Story of Edmond Fallot 50 Churning Building Non-user Equity (Attraction) Falling Static 0 0 85 User Equity (Commitment) Base: Total (674), (497), (824) The Conversion Model The Norwegian Mustard Case.

32. Advertising Brand Brand Commitment Behaviour Market presence Channel Market barriers Edmond FallotSales- and Behavioural effects Behaviour The Norwegian Mustard Case, London January 2006

33. Sales Results • Sales index 2004 compared to same period last year Sales were doubled Source: Oluf Lorentzen, distributor. The Norwegian Mustard Case.

34. 2003/04 2004/05 Market Shares – In Distributed Stores* “4-week periods 2004/2005 compared to previous year” *Distributed stores = stores where Edmond Fallot are present Source: ACNielsen The Norwegian Mustard Case.

35. Edmond Fallot……….continued The Norwegian Mustard Case, London January 2006

36. Brand Awareness and Ad Recall - Edmond Fallot”Which brands of mustard have you….: 1) ..seen advertising for recently? 2) ..ever heard of?” Base: Total (1.995) The Norwegian Mustard Case.

37. No. of users andCommitment to brand remains stable Campaign period Brand Commitment - (Edmond Fallot) Base: Total (2.200) The Norwegian Mustard Case.

38. Sales Results - continued • Sales index 2004 compared to same period previous year Kilde: Oluf Lorentzen The Norwegian Mustard Case, London January 2006

39. Summary of Results – The Effect Pyramid The Norwegian Mustard Case.

40. Conclusion • What has this documentation shown? • A creative newspaper campaign with a strong motivational effect • doubled the sales • builds the brand through increased brand awareness and a strengthened brand position • builds the brand / consumer relationship through increased commitment • Commitment remains stable 1 month after campaign end, despite lower brand awareness and ad recall • No other marketing activities, or other market influences, have contributed to the effect. Its all a pure Newspaper Ad Effect!! The Norwegian Mustard Case.