Download Newspapers combined with television have the potential to build

Newspapers combined with television have the potential to build reach quickly, maximising the short term ROI, and
complement each other by reaching potential consumers over the longer term, boosting purchase consideration.
Advertisers are never short of
fashionable ideas – storytelling,
behavioural marketing, neuro-marketing,
big data, programmatic buying and more.
Many of these are fads, so when it
comes to campaign development wellestablished considerations are still as
important as ever.
The two most critical
factors are the creative
and reach.
Creative matters because the quality
of the execution is the single most
powerful multiplier.
Reach is essential because the most
powerful creative needs to be seen.
Overwhelming evidence states mass
and multiple-media campaigns work,
outperforming a single-media channel.
Newspapers are a powerful medium for
building reach, especially in combination
with television. Together, they provide
incremental reach in the short term and
offer complementary reach over time.
Know your
time frame
Clarifying your time frame is essential.
Setting a goal to reach 60 per cent of your audience 3+ times
is meaningless without context. Trying to achieve this in a
single week produces a different outcome to one that runs
sporadically for a year.
This raises the question of which time frame to deploy: daily,
weekly, four-weekly, yearly. The most useful period for
setting reach objectives is weekly, based on typical purchase
cycles and the impact advertising has on buying behaviour
over time.
Key take-outs
The first ad exposure
drives most of the sales
in the short term...
The effectiveness of
an ad starts decaying
after exposure...
But each additional TV ad in the
week prior to purchase has less and
less effect
Approximately half the effect wears off
over the first two weeks, three-quarters
after a month.
Weekly objectives should maximise
reach over frequency, and using TV
and newspapers is a cost-effective way
to achieve this.
At this point it pays to reach consumers
again. The high-reach delivery of TV and
newspapers does this more efficiently
than using a single media channel, such
as TV only.
Maximise
short-term
impact
Most purchase decisions are
made over short periods. An obvious
example is buying groceries, which is
done weekly and is often supplemented
by top-up shopping. Intriguingly, buying
a new car is made relatively quickly with
purchase made in four weeks or less.1
Another influence on the time-frame
factor is that advertising wears out. Up
to 75 per cent of an ad’s impact on sales
occurs within four weeks and then
fades. Numerous studies demonstrate the
biggest effect occurs when the audience
first sees it.2 Subsequent exposures, by
comparison, are marginal in their impact
on buying behaviour.
Research by John Philip Jones in
1993 found 73 per cent of sales within
a purchase cycle came from households
exposed to one advertisement, and 27
per cent came from subsequent
exposures.3
1 The Consumer Decision Journey |McKinsey Quarterly/ David Court, Dave Elzinga, Susan Mulder, and Ole
Jørgen Vetvik, June 2009 2 The Total Long-Term Sales Effects of Advertising: Lessons from Single Source/
Journal of Advertising Research, Vol. 49 No. 2/Kate Newstead, Jennifer Taylor, Rachel Kennedy, and Byron
Sharp/ June 2009 and Sue Moseley of TSMS: Television Sales and Marketing Services, U.K 3 What Does
Effective Frequency Mean in 1997?/ Journal of Advertising Research, Vol. 37 No. 4/John Philip Jones/JulyAugust 1995; When Ads Work: New Proof that Advertising Triggers Sales/ John Philip Jones/ 1993.
To gain the greatest ROI it pays to maximise
short-term reach while minimising duplication.
The starting point for reach planning is to aim to
maximise weekly 1+ reach, while boosting 2+ reach as
little as possible – that is, reach as many potential buyers
as possible once in the same week.
Image of sad
piggy bank. Image
in pgrogress...
Spending budget in such concentrated bursts means there
are no dollars left for the following weeks. Consequently,
the advertising disappears, followed by declines in brand
awareness, purchase consideration and sales.
But there is a problem. A short-term campaign is limited
by the available audience. Commercial TV reaches about
two-thirds of the population each week. So, no matter how
many ads an agency books, it cannot reach the one-third
who are not watching.4
The solution for reaching large numbers of potential
buyers each week, while minimising wastage, is to add
additional mass media. Newspapers are ideal for this
purpose. The combined reach of the major national,
metropolitan, regional and rural newspapers is 67 per cent
of the population 14+, on-par with commercial television.
This is why heavy TARP-weight TV campaigns don’t work
particularly well over short time-frames. They miss the
non-viewers and hit the others multiple times with rapidly
diminishing return.
Including newspapers makes it possible to reach non- and
light-consumers of the other medium. So although a third
of us don’t watch commercial TV each week, 64 per cent of
these non-viewers read one or more newspapers, providing
a cost-effective way to add incremental reach. When an
advertiser is launching a new product or promoting a shortterm sale, newspapers plus television do the job faster and
more efficiently than either medium on its own.
4 emma (Enhanced Multimedia Australia), 12 months to August 2014
Building
brands:
12 month
reach
Longer term reach also matters.
The customer who picks a
competitive brand this week will
be back in the market next week/
month/year, and a brand needs
their loyalty.
Advertisers want to reach every potential buyer but in practice that takes time;
how long depends on the plan.
With newspapers, the reach depends on the selection of publications and number
of ads over time. To give some idea of the potential, in a typical weekday The Age
reaches 19 per cent of people in Melbourne while the Townsville Bulletin reaches
49 per cent of people in its home town.
Over time these figures increase, but at progressively slower rates. Cumulative reach
will increase by about 50 per cent after one week, roughly double after four weeks,
and increase two to three times after a year.5
After 12 months, even a single title delivers
extremely high reach within its market,
especially when targeted against heavier
newspaper buyers, who tend to be aboveaverage earners and spenders.
Add in multiple titles and the reach
potential is even more impressive.
Cumulative reach examples:
The Age and Townsville Bulletin, (Mon-Fri only)
The combined reach of The Age and
Herald Sun (Monday to Sunday) is
90 percent of Melburnians over a 12month period.
100
Here’s where the opportunity for longerterm brand building lies. In addition to
generating immediate sales, advertising
also works to build brand consideration
before buyers are in the market.
80
60
40
While it varies by category, brands
considered at the start of the buying
process were more likely to be purchased
than ones excluded.
Buyers of new cars and PCs were twice
as likely to select from their initial
consideration set than from a brand
added during the evaluation phase. Telco
and auto insurance buyers were 50 per
cent more likely.5
McKinsey notes that company-driven
marketing, led by traditional mass media
advertising, is the most influential way to
put a brand into the initial consideration
set and remain important during the
consideration phase and up to the time
of purchase.6
A McKinsey paper has found consistent
advantages for brands that are in the
initial consideration set.
20
0
Day
The Age
Week
Townsville Bulletin
4 Weeks
Year
5 The Consumer Decision Journey |McKinsey Quarterly/ David Court, Dave Elzinga, Susan Mulder, and Ole
Jørgen Vetvik, June 2009 6 The nature of these effects depending on which media are used in combination, and which
advertising effects are measured. E.g see Building cross-media norms - optimising communication channels against
marketing objectives/ ESOMAR Worldwide Multi Media Measurement (WM3), Budapest/William Havlena, Alexandre
Kalluf and Robert Cardarelli/ June 2008
Creative builds memory.
Reach delivers opportunity
Tip of the
iceberg
This is where complementary reach plays a role, finding the same consumer across
both media channels. Over time, marketers who deliver this reach influence buyers
who have been exposed to newspaper and TV messages.
Varying those messages by media channel increases the opportunity to engage and
plays to the human behaviour that we consume content differently based on the
channel that is delivers it.
Duplication is the advertiser’s curse in the short term, because multiple exposures
in a weekly buying cycle have diminishing returns. But over longer periods of times
– remember half to three-quarters of an ad’s sales effects wear off after four weeks –
it’s essential to reach them again.
Evidence suggests that using multiple media channels, such as television and
newspapers, will have a greater impact than a single-channel strategy.
Multiple exposures over time build brand salience. They establish and refresh
memory structures around a brand, and create a link with the category. This makes
the brand familiar and improves the likelihood of the brand being recalled and
considered when the time to purchase arrives.7
This isn’t about a short-term versus long-term strategy, it’s about intelligently
implementing both. The short-term sales underpin the long term success of the plan.
7 How Brands Grow/ Byron Sharp/2010
This discussion has focused on how print newspapers and television drive brand
building and sales.
There are even greater opportunities to enrich the mix with other assets: mobile
readership of newsmedia, specialist websites, local area marketing, events, and
more. Newspapers offer a powerful range of options that add reach and creative
opportunities to a campaign.
Print alone still plays a useful role. Combined with all of the other communication
tools, the newspaper is essential.
Which is why a partnership of television and newspapers provides unparalleled
advantages in cost efficiency, and in campaign effectiveness. There’s no better way
to drive sales in the short term, or to build a brand and sales potential over time.
The author: Brian Rock is Research & Insights Manager at The Newspaper
Works. Previous experience includes 11 years as Strategic Insights Manager
at Network TEN, 3 years as Research Director at Mitchell Media Partners,
and 8 years lecturing in Advertising and Marketing at RMIT University.
We hope you have enjoyed the information presented here.
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