Creative Benchmarking results

December 2009 : See how this highly visual execution significantly contributed to familiarity, relevance and differentiation for the RTA.

Key findings:

  • The message contributes significantly to familiarity, relevance and differentiation for the RTA.
  • All brand equity measures perform incredibly well versus newspaper norms.
  • Message takeout scores indicate the execution is largely understood.
  • Comparisons to benefit-based retail and convenience ads show the MyRTA consumer benefit focused approach is successful in generating positive Affinity, Information and Reappraisal responses.

 

Download full results in the document below.

  

Visit these sections for more information  

See more Creative Benchmarking research. 

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Likewise, learn more about the Action Map, which identifies what form of action a newspaper ad is likely to generate.

Find out more about the Six Strategic Roles that can assist Advertisers in connecting powerfully with consumers in newspapers.

January 2010


December 2009 Creative Benchmarking - RTA 'myRTA: Ready when you are' press ad (3m, PowerPoint (.ppt) format)