December 2009 study

See how this highly visual execution significantly contributed to familiarity, relevance and differentiation for the RTA.

Key findings:

  • The message contributes significantly to familiarity, relevance and differentiation for the RTA.
  • All brand equity measures perform incredibly well versus newspaper norms.
  • Message takeout scores indicate the execution is largely understood.
  • Comparisons to benefit-based retail and convenience ads show the MyRTA consumer benefit focused approach is successful in generating positive Affinity, Information and Reappraisal responses.


Download full results of the RTA's Creative Benchmarking research below.

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.  

  

Go through past Creative Benchmarking research:

  • November 2009: See how consumers engaged with press ads from Dairy Farmers, Pedigree, Abbott's Village Bakery and BPAY.   
  • October 2009: Looks at NSW Health, TAC and McDonald's.   
  • September 2009: Featuring Bonds, Jetstar, Target and Colgate. 
  • August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
  • June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
  • May 2009: Featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
  • Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.

December 2009 Creative Benchmarking - RTA 'myRTA: Ready when you are' press ad (3m, PowerPoint (.ppt) format)