Creative Benchmarking research helps measure and identify the effectiveness of newspaper creative to:

• improve understanding on how to advertise in newspapers effectively
• better engage with consumers through newspaper advertisements
• improve the understanding of the roles newspaper advertising can play to achieve campaign goals and build brands
• help advertisers understand the different paths to Call to Action upon seeing a newspaper ad. 

The Newspaper Works' original creative benchmark study was conducted by research partner Ipsos Media CT between August and November 2008, testing 36 retail ads with almost 2,500 respondents from around Australia.

Click on the thumbnails below to review the specific results for each advertiser in the Retail category.

Click here to learn more about the Six Strategic Roles, and how to use them in newspaper advertising.

Learn more about the Role Map and the Action Map, which identifies what form of call to action a newspaper ad is likely to generate. 

View more Creative Benchmarking studies from other advertiser categories. 

For more information about retail advertising in newspapers, download our 2011 category report, For a Retail Call to Action, Call on Newspapers as well as the summary versions of the 2011 Retail Report.