September 2009 study

This comparison study looks at two distinct Jetstar ads, and one delivers stronger results on Call to Action, Conveying Information and Affinity.

Key findings

  • Both Jetstar executions are memorable and clearly branded.
  • Both ads are generating a strong Call to Action, but Low Fares works harder and builds greater Affinity with Jetstar.
  • Low Fares is having a significant impact on brand equity, familiarising people with Jetstar and making it seem relevant.
  • It compares favourably with recent service provider ads we have tested, outscoring in retail roles and doing more to build the brand.


Download full results of Jetstar's Creative Benchmarking study 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:

  • August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
  • June / July 2009: Results 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.

September 2009 Creative Benchmarking - Jetstar press ads (2m, PowerPoint (.ppt) format)