2011 Retail Report PART 2 - More twists and turns on the path to purchase
(680k, Acrobat (.pdf) format)
Introduces the ActionMapTM and previews some of the strongest performing retail ads.
Introducing the Action Map
ActionMap identifies what form of action a newspaper ad is likely to generate.
According to a recent Carat/Microsoft study, shoppers are taking a less linear approach to everything from groceries through to motor vehicle purchases.
In line with this shift, in 2010 The Newspaper Works created a third proprietary newspaper measure (the first two being RoleMap and Newspaper Creative Diagnostics) called ActionMap, which takes things one step further and identifies the form of action a newspaper ad is likely to generate.
Download a 4-page PDF, More twists and turns on the path to purchase, which introduces the ActionMap measure and showcases the different types of action driven by newspapers ads from Woolworths, Kmart and Air Asia.
Visit these sections of the website for more information about the ActionMap:
- Creative Benchmarking: Studies into how consumers engage with in-market newspaper advertising from a range of categories. Looks at both emotional involvement and forms of actions a newsapaper ad is likely to generate.
- 2011 Retail Report: Series of 4-page reports demonstrating why newspapers drive Call to Action for retailers.
November 2011
