Newspaper ads remain powerful brand medium

by Alex Donohue, Brand Republic 28-Apr-06, 11:00

LONDON - Newspaper ads are a powerful medium for building brands and driving sales, according to a £14m two-year study into the effectiveness of brand advertising in national newspapers.

The results of the Newspaper Marketing Agency's study, which was carried out in conjunction with research company Hall & Partners, found that 10 out of 13 case studied brands provided "clear proof" that newspaper ads retain a positive effect on consumer brand commitment.

The most effective campaign included in the study was Muller, which recorded a nine-fold increase in brand commitment after adding press ads to its TV campaign. Tesco ClubCard also faired well, with sales rising an average of 6.3% on the back of newspaper advertising.

In addition, Vauxhall saw a 39% rise in web traffic as a result of its newspaper campaign for the Tigra.

The study looked at a variety of brands, including Golden Wonder, Toyota Avensis, Listerine, Andrex and Domestos, in what the NMA said is the largest brand-specific study into the effectiveness of newspaper ads to be undertaken in the UK.

Maureen Duffy, NMA chief executive, said: "As the media environment changes and becomes more competitive advertisers are increasingly looking for hard evidence on the effects of different advertising mediums."

She added that the study was designed to be a "tool-kit" for the industry, enabling it to re-evaluate its assumptions about the role of newspapers in brand advertising campaigns.

The NMA said the results show that newspapers remain a powerful medium for "emotionally-based advertising", if a close bond with the intended audience can be created.

Mike Hall, group chairman and creative director at Hall & Partners, said: "The results provide convincing evidence of the power of newspapers in building brands. It gives us valuable insight into why newspapers work and how advertisers can make the most of this unique medium."

The NMA results bolster claims made in a study by Trinity Mirror last month, that ads in regional newspapers are the most trusted by consumers.

The 36,000-strong survey, entitled 'Brand Equity and Media Effectiveness Research', which was conducted by NPO GfK Media, found the regional press to be the most trusted medium over TV, radio, national press, magazines, outdoor, internet, cinema and direct mailing.

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