Research into effectiveness
See findings of our research into what makes newspaper advertising effective.
The purpose of this research is to isolate and demonstrate the impact newspapers have across the six different strategic roles.
Such a programme has already been undertaken in the UK by the Newspaper Marketing Agency and the results have proven beyond any doubt just how powerful newspapers are. In fact, they found that integrating newspapers to a campaign can:
- Increase brand bonding by up to five times
- Double brand involvement
- Double brand commitment
In their studies, newspapers were responsible for an average 5%+ sales increases above TV-driven sales, and in some cases, sales increased by up to 26%.
We will be releasing our own case studies as a part of our Newspaper Effectiveness programme. Already published is our NESCAFÉ Greenblend case study - the first in a series of food category reports which will be followed by other studies including Jalna and Uncle Toby’s Oat Brits.
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October 2009