Download: Six Strategic Roles - Conveying Information Role
(2m, PowerPoint (.ppt) format)
Strategic Role #4
Conveying Information advertising gives people more information about a brand, store, issue or cause.
Conveying Information advertising is designed to provide new and additional content, be it breadth, depth, or complexity regarding a brand, product or service.
Conveyign Information advertising can range from long copy brand extension to secondary or multi-layered messages.
How consumers respond
Information-based advertising increases people's knowledge about a brand, helps them with brand research and takes them further down the consideration funnel.
It also provides the supporting facts and information they require to make a purchase decision.
For example, in Role Map below, Dan Murphy's (as pe the green keyline) performs very strongly in providing information about its range of wines on offer, particularly compared with the average of all retail ads tested (grey footprint).
This content-rich template provides the breadth and depth of information required to help wine lovers make specific product selections, while also reinforcing its brand credentials of Price, Range and Trust.
Why put it in a newspaper?
The newspaper reading experience is enjoyable and involving, which predisposes consumers to more detailed information in an environment of credibility and trust.
Newspapers provide space and time to present your brand's case and to explain a broader range of messages, or more complex ones.
Learn more about Role Map, one of The Newspaper Works' proprietary measures.
Download the Powerpoint presentation below on the strategic role of Conveying Information, including Role Map measures for each of the three ads referenced in this article.
Case Studies
Like to know how other advertisers have applied this strategic role to newspaper advertising? View the case studies below.
Sunsense Anti-Aging Moisturiser (NZ): A creative newspaper ad conveys how the sun can cause pre-mature aging.
Xerox Colour Printers (UK): A series of entertaining newspaper ads demonstrate the benefits of colour printers.
