Xmas Retail Advertising Responses by category

1
Xmas Retail AdvertisingResponses by category
April 2008
2
Responses to Xmas Newspaper Advertising

• 96 ads from 15 retailersacross 4 categories
• 83 print ads
• 13 ads from online newspapers
• 19 key communication measures.
• Millward Brown 12 involvement advertising
  diagnostics

• Grocery
• Drink
• Confectionery
• Puddings
• General

• Electricals
• Phones
• Cameras
• TVs and PCs
• General

• Entertainment
• Books
• DVDs, Games, CDs
• Toys

• Fashion
• Cosmetics Toiletries
• Fashion

3
Responses to Xmas Newspaper Advertising

• The 19 key communication measures are clustered
• into 2 groups for simplicity

Role for advertising Impression created
Action taken after seeing the ad

• Well branded (opinion)
• Advertising I would stop and look at
• Re-appraisal think differently about the
  retailer
• Connection connect and identify more strongly
  with the retailer
• Gives me a reason to buy
• Gives me enough info to decide whether the
  retailer is right for me

• Offers good range of Xmas products
• Offers good value for money
• Gives me ideas and inspiration
• Relevance
• Gives me new information
• Consideration (more likely to shopat this
  retailer)

• Find out more about the products featured
• Visit the website for info
• Visit the website for purchase
• Visit the store
• Purchase from this retailer
• Compare products with other retailers
• Compare prices with other retailers

4
Christmas Retail Category performance
5
Role for Advertising Impressions created by ads

Branding is strong
Id stop and look at rather than turn the page
I am more likely to shop at this retailer
Gives new information about retailer
56
Gets me to think differently about the retailer
50
30
48
34
Helps me connect and identify more strongly
with retailer
Makes relevant points
39
48
46
45
Gives me ideas and inspiration
Gives me a reason to buy from retailer
59
72
66
Enough information to decide if retailer is
for me
Offers good value for money
Offers good range of Xmas products
6
Action taken after seeing Ads

Find out more about product featured
Compare prices with other retailers
Visit website for more information
Visit website to purchase
Compare products with other retailers
Purchase from this retailer
Visit the store
7
Millward Brown Involvement Diagnostics
Distinctive
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
Dull
8
Xmas Advertising all metrics average point
difference between highest and lowest performing
ad
Fashion beauty
Groceries
Entertainment
Electricals
34
28
27
20
19
19
18
18
14
12
10
6
3
Toys
Games/ DVDs
Cos. Toiletries
Books
Drink
confectionery
Phones
Fashion
Cameras
Puddings
General
PCs/TVs
General
Source NMR NMA titles
9
Xmas Advertising all metrics average
Category performance indexed on average across
all ads
12
11
9
8
6
5
1
0
0
-5
-8
-8
-22
Gen. Grocery
Games/DVDs
Toys Gifts
Cos. toiletries
Gen. Electricals
Books
Drink.
Puddings
Cameras
Phones
Confect.
Fashion
PCs/TVs
Source NMR NMA titles
10
Christmas Retail Top and Bottom performing ads
11
Huge variation in responses - Top and bottom
performing Xmas ads
12
Huge variation in responses - Top and bottom
performing Xmas ads
13
Millward Brown Involvement Diagnostics Top and
bottom performing Xmas ads

37
33
Distinctive
34
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
-34
-33
Dull
-35
14
Role for Advertising Impressions - Groceries
top and bottom ads
15
Action taken after seeing Ad Groceries top
bottom performing ads

Find out more about product featured
Compare prices
Visit website for more information
Compare products
Visit website to purchase
Visit the store
Purchase from this retailer
16
Millward Brown Involvement Diagnostics
Groceries top and bottom performing Xmas ads

33
36
28
Distinctive
Interesting
Involving
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
-9
-20
Dull
-18
17
Role for Advertising Impressions - Electricals
top and bottom ads
Argos audio - Colour
John Lewis TV Mono
18
Action taken after seeing Ad Electricals top
bottom performing ads
Argos audio - Colour
John Lewis TV Mono
19
Millward Brown Involvement Diagnostics-
Electricals top bottom performing ads

-6
32
5
30
22
Distinctive
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
-30
-37
Argos audio - Colour
Dull
-38
John Lewis TV Mono
20
Role for Advertising Impressions - Fashion
Beauty top and bottom ads
Boots
Debenhams Male Fashion
21
Action taken after seeing ad Fashion Beauty
top bottom performing ads
22
Millward Brown Involvement diagnostics Fashion
Beauty top bottom performing ads

-6
5
Distinctive
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
Dull
23
Role for Advertising Impressions -
Entertainment top bottom ads
24
Action taken after seeing Ad Entertainment Top
bottom performing ads
25
Millward Brown Involvement Diagnostics
Entertainment top bottom performing ads

28
34
30
Distinctive
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
-38
-35
Dull
-36
26
Role for Advertising Impressions - top and
bottom Online newspaper ads
Insert scans
27
Action taken after seeing Ads Online top
bottom ads
Find out more about product featured
Compare prices with other retailers
Visit website for more information
Compare products with ther retailers
Visit website to purchase
Visit the store
Purchase from this retailer
28
Millward Brown Involvement diagnostics Online
top bottom performing ads

-6
23
5
15
22
Distinctive
Involving
Interesting
Soothing
Disturbing
Pleasant
Unpleasant
Gentle
Irritating
Weak
Boring
-19
-20
Dull
-22