Визуальное оформление для иллюстрации рекламной компании-эксперимента

1. THE KETCHUPCASE Does Newspaper Advertising Works?

2. Newspapers are under pressure Circulation are decreasing in most European countries Advertising has dropped drastically

3. On the other hand The fragmentation is worse in tv, internet, radio etc. Newspapers are still a mass medium in many places Free papers means than more people than ever are reading newspapers

4. Then why are the largest advertisers In TV Dansk Tipstjeneste Procter & Gamble Arla Foods L'oreal Coca Cola Carlsberg In Newspapers Hewlett-packard SAS Bilka Philipson Wine Magasin Klasselotteriet

5. Perhaps? The largest advertisers and agencies have (had?) lost faith in newspaper advertising Does newspaper advertising really work…and how? Lack of documentation of effects

6. The Story Framework Create our own case study A campaign, where the advertising effect could be isolated Introduce a completely unknown brand Establish a cooperation with an advertiser Find a professional advertising agency Document the effect – also on sales!

7. The Case A clinical laboratory test! No other marketing activities at all! A large newspaper campaign in all daily titles of JP/Politikens Hus A/S and our advertising partners Extensive research The product: Ketchup!!

8. Why Ketchup?

9. An Italian ketchup

10. An Average Mutti Been on the market for 8 years Distributed in supermarkets and specialty shops Priced as Heinz and other major competitors Nor a premium or a discount product Just an average ketchup

11. Mutti – Dal 1899 Solo Pomodore, but Awareness 0.8% Advertising spending 0 Price promotions 0 In store activities 0

12. With a Taste of More

13. With a Taste of More

14. With a Taste of More

15. With a Taste of More

16. With a Taste of More

18. The Media Plan

19. The Media Plan 13 participating papers 10 insertions in each paper, full page 4-colour 3 week campaign period (sep – oct 2003) 4 insertions first week 3 insertions second and third week First insertion 2 full pages Target group of campaign: 25 – 55 years, who buys groceries

20. The Media Plan Reach per insertion 45% In the target group 44% Reach of the campaign 77% In the target group 79% The campaign delivered 590 TRP In the target group 580 TRP Gross price of 4.9 mill. DKK (660 000 EURO)

21. …soon after SuperGros were on the field. Of course I wasn’t particular popular with this customer either. She had almost gone crazy seeing such a big ad without she knew anything about the campaign. So now she was thinking about a job as a guard in an auto museum. She wanted a quotation right away. From the diary of Karen Søgaard, importer of Mutti Even though the ”pros” had warned that there would be reactions already after the first ad, I was surprised to get them already from the start of the day. Do people in advertising sit up all night to be on the forefront of events? From the diary of Karen Søgaard, importer of Mutti

22. And the Figures Showed … Source: WEBPOL 4 day average, 50 on-line interviews per day

23. Those who had seen the Campaign 87% believe they have seen the ad in a newspaper - 10% on tv. 35% believe the ad tells it is quality ketchup. 58% would stop and look at the ads, if they see them again 53% would like to try the product

24. Panic at the retailers… An unexpected BtB-effect: All the leading retailers contacted the importer in the first week The purchasing managers at the retailers also reads newspapers…! More distribution channels – and more to come! The shelf space was more than doubled

25. And the figures showed … 4 4 2% Sales increase

26. We Did a Follow-up One week advertising (week 10) 4 insertions, same ads, same newspapers 59 GRP per insertion and 240 GRP total 235 TRP in the target group Price promotion in week 10 & 11 in Irma, a supermarket chain in Copenhagen In week 11 advertised in flyer

27. Awareness

28. And Sales 285% sales increase in the period Irma in a league of its own 147% sales increase in january/february 782% sales increase during price promotion 190% sales increase after campaign Best selling ketchup brand

29. Mustard goes with Ketchup Was Mutti just a lucky punch or … A number of smaller case studies in Denmark Procter & Gamble (Pampers) Job & Liv (trade union) 112nu (security) Rahbek Fisk (ready to eat meals) IBM Tænk + test (consumer magasine) A large scale ”copy” in Norway with mustard

30. The Smaller Danish Cases Wide variance in campaign sizes Some newspaper only – some multimedia All cases – except one – shows very positive results Higher awareness Higher sales Results above advertiser expectation

31. The Mustard Case Inspired by the ketchup case, the Norwegian Media Business Association made the mustard case Same basic idea – take a relatively unknown product and advertise it exclusively in newspapers

32. The Mustard Case Our choice was Edmond Fallot Dijon Mustard A somewhat narrower product category And an even narrower sub category Dijon mustard represents only 15% of the mustard market in Norway! And a product carrying a somewhat hard to remember name …

33. Mustard Market Shares

34. The Mustard Ads

35. The Mustard Ads

36. The Mustard Ads

37. Brand Awareness Post campaign(Friday 3 Des–week 49) Campaign Period(Friday 13 Nov – week 46)

38. Market Shares in Distributed Stores

39. And the Sales … 2 0 6% Sales increase

40. THE KETCHUPCASE Newspaper Advertising Works!