Magazine article Marketing

Raymond Snoddy on Media: Guinness Is Still Good - for Papers

Magazine article Marketing

Raymond Snoddy on Media: Guinness Is Still Good - for Papers

Article excerpt

You can see why Guinness hasn't been spending a lot on newspaper brand advertising in recent years. Supermarket coupons in the regional press are one thing, but white chargers in the surf looked much better in moving pictures.

Toshiba can expect to derive similar benefits from its visually arresting new TV ad, the brand's first big UK television campaign for two years. Colour is good, but there's that certain something about sound and movement, whether on TV or broadband, that newsprint cannot equal.

The technology company will really stand out with this one, particularly because its previous 'Ello Tosh' approach was never that good. But while this is an ad made for TV, the copy lines - 'We make light lighter, fast faster, small smaller: we even try to make round rounder and when we get to the finishing line, we move it' - could easily be broken up in reinforcement newspaper ads.

Toshiba should be work in progress for the Newspaper Marketing Agency For now, it has Guinness on board, proclaiming the effectiveness of national newspapers as a brand-building medium.

Its ads in places like The Independent's media pages look very effective. There is Russell Jones, marketing director of Guinness, standing in front of vast towers of papers. According to Jones, he needed quite a bit of convincing that it was the 'right place' for his product to be. 'The outcome? Let's just say we were convinced,' he says.

You can get cynical about any trade body pulling rabbits out of the hat to 'prove' that its particular medium is 'the one', but in this case the numbers do seem compelling.

Figures accepted by Guinness showed that newspapers alone generated 2.3% of sales during the campaign and a further 4% in the 12 weeks that followed. This is according to dunnhumby analysis of Tesco Clubcard data. Among those who bought three or more papers, presumably all containing the ads, the post-campaign sales increase was 5.4%.

Carat ICE Modelling confirmed that papers drove incremental 'preference and consideration' and Millward Brown Brand Dynamics showed TV and papers strengthened equity all the way to 'bonding' - something TV on its own does not do, and which is said to be directly correlated to market share. …

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