Newspapers shift perceptions

Newspapers central to changing brand perceptions in an integrated campaign.

Advertising campaign objectives


TV and Newspapers changed the perceptions of this much-loved brand, encouraging women to choose Bitesize Shredded Wheat to keep an eye on their weight.

TV and Newspapers: the perfect partnership 

They are processed in different but complementary ways: TV is passive, newspapers involve active processing. Newspapers enhanced and complemented TV messages

Together, the brand impact was stronger than either medium separately. Brand commitment increased more with TV plus newspapers

Call to action up 52% when newspapers added


When integrated with TV, newspapers influence on buying behaviour is demonstrated by the call to action measure: 56% of women seeing only the TV ad agree the advertising gives them a reason to buy compared with 85% of those who saw both media.

Newspaper ads make TV ad more engaging

Multiple executions, each with a slightly different communication focus or entry point, deepened understanding when compared to repetition of a single ad.

Newspaper readers are loyal, and the entire contents of the paper change daily. As a result, readers screened out ads they have already seen and were receptive towards fresh perspectives from a brand campaign.

Newspapers create emotional connection


Newspapers are not dry and factual; they excite emotion. They create extremely close bonds with readers. As a result, newspaper ads drive emotional brand responses. All NMA Effectiveness tests, together with pioneering Neuroscience research, demonstrate the power of newspapers to deliver increases in emotional brand connection. 

For Bitesize Shredded Wheat, the effect of adding newspapers to TV was a 35% increase in emotional brand values compared with TV on its own.

Download the case study below.

More information on this case study is also available at the Newspaper Marketing Agency website.

Cereal Partners UK Shredded Wheat bitesize ppt (1m, PowerPoint (.ppt) format)
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