Six Strategic Roles

This section demonstrates how advertisers can utilise a range of strategic roles to connect powerfully with consumers in newspapers.

Click on an item to learn more about each of the roles and see examples of newspaper ads that perform strongly against each role, along with more examples of its practical application.

Strategic Roles top performers

Strategic Roles top performers

This presentation looks at top press ads for each of the Six Strategic Roles, giving insight on how to better connect with consumers. More

Introducing Role Map

Introducing Role Map

Role Map demonstrates how consumers connect with newspaper advertising across the six strategic roles. More

Public Agenda

The Public Agenda strategic role raises an important issue or cause. See 2009's strongest performers in this role. More

(Re)Appraisal

The (Re)Appraisal role encourages people to think differently about a brand, store, issue or cause. See 2009's strongest performers in this role. More

Affinity

Affinity advertising gives people a good feeling about a brand, store, issue or cause. See 2009's strongest performers in this role. More

Conveying Information

Conveying Information

Conveying Information advertising gives people more information about a brand, store, issue or cause. See 2009's strongest performers in this role. More

Call to Action

The Call to Action role gives people a reason to buy, use or find out more about a brand, store, issue or cause. See 2009's top performers in this role. More

Extension

The Extension strategic role is used to remind people of the TV advertising for a brand, store, issue or cause. See 2009's strongest performers in this role More

Quick Links
The Newspaper Works (Advertising)
NPA / PANPA (Content & Production)
PAAB (Regulation)
PNEB (Environment)

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