Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Retailers_and_NPs

VIEWS: 3 PAGES: 36

									  Retailers’ financial
  products                                    and National Newspapers




Ahead
on trust
Customer goodwill
creates an advantage




Lack of
certainty
Customers are not clear
about what’s on offer –
or how to find out




Getting the
advertising right
NMA research proves
it can be done and
demonstrates how          Newspapers: The Attention Medium





The value of trust
    The challenges and opportunities for companies advertising personal
    financial services are described in the Newspaper Marketing Agency’s
    brochure Finance and National Newspapers.

    The brochure sets out the findings of NMA research among people currently
    or recently active in the market for a range of financial services – mortgages,
    insurance, credit cards and loans. In addition to the generic brochure, there
    are specific brochures for each of these sectors.

    Our research identified the increasing importance of retailers in the financial
    services market, so we carried out further research to identify the specific
    issues and opportunities for them.

    The retailers’ prime advantage is that they have a positive image among their
    customers, while traditional providers are tarred with the generally poor
    image of the sector.

    This presents High Street retailers with an opportunity to leverage the values
    of trust, reliability, value and good customer service in order to increase their
    share of the financial services market.

    The main challenge for retailers is that, for many people, they do not come
    immediately to mind when buying financial services. Even among consumers
    who are aware that the retailers are in the market, there is a generally hazy
    impression of what they are offering and how to access it.

    Our research has shown how retailers can use national newspaper advertising
    to overcome the challenges of the financial marketplace and to make the most
    of their advantages.

    Current retailers’ ads for financial services could better exploit the brand-
    building power of national newspaper advertising. The ads are generally
    unengaging and don’t make a strong enough link to the retailers’
    TV brand campaigns.

    We concentrated our study of this sector on four High Street retailers – Marks
    & Spencer, the Post Office, Sainsbury’s and Tesco - that use both TV and print
    media to promote their financial services offerings.



NMA Finance Study: This research involved 40 focus groups, 12 paired depths and 6000
responses to quantitative surveys. The research was completed before the run on Northern Rock.





How does it feel?
Shopping for financial products is an experience that few
people would claim to enjoy.




 Stress and overload                                               Emotional dimension

Seeking out a mortgage, an insurance policy, a credit card or     Cost is a major consideration for consumers, and communications
a loan is, for most people, a stressful experience. They feel     in the marketplace often concentrate on this aspect alone.
overloaded with information, and worry that they don’t have           But there is a strong emotional dimension to the decision.
the skills to weigh up the alternatives.                          Underlying the search for many products are hopes and fears
   The search can leave them feeling confused – or sometimes      about the future, about security, about lifestyle.
just plain bored. The generally negative tone is only lightened       Those emotions are heightened by the feeling people have that
by the hope that the end benefit will be worth all the time       they are relying on one or more strangers, who seem to have a
and trouble.                                                      complete grasp of all the information that they find so daunting.
Widespread mistrust                                         Range of attitudes

For financial providers, that presents a                   The nature and depth of those concerns                          An insurance policy, on the other
problem. Consumers approach them                           are not the same for all financial                          hand, needs careful thought to ensure
warily, concerned about the negative                       products. Taking out a new credit card,                     that it provides the right cover, and there
stories they have heard about the sector                   for example, is different from buying a                     is always the fear that, if something goes
- mis-selling of products, problems in the                 new insurance policy.                                       wrong, the company will find some small
small print, endowment mortgages that                         The decision on a new credit card is                     print that lets them off the hook.
didn’t pay off.                                            sometimes made on the spur of the
   These      episodes     have   created                  moment. There are few concerns – people
a widespread feeling of mistrust. People                   feel that, if something goes wrong, that’s
are concerned about what might go                          the company’s problem, not theirs. They
wrong if they choose the wrong product                     can cut the card up and get a new one.
or the wrong provider.




How do you feel about acquiring financial products? *




                                                        Language used can be
                                                        difficult to understand                                                     83%

                                                       It’s hard to know you’re
                                                             getting a good deal
                                                                                                                   59%

                                         It’s too complicated to compare one
                                                     product against another                              6%


                                         I dislike researching and comparing
                                                   different financial products                          5%




*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
6




How consumers approach
financial services
Different people go about shopping for financial products
in different ways.

 Significant differences                                                                   Three elements

There are significant differences between consumers in how                                The approach to the search also varies according to how people
they approach the search for a financial product, how much                                see the product. Some products are considered more seriously
work they are prepared to do, and how they feel about                                     than others – people will generally do more work on, say,
the process.                                                                              a mortgage than a credit card.
   The different levels of effort and confidence depend                                       Whatever the approach, there are three basic elements to
on each individual’s level of expertise in dealing with financial                         all searches – people research what’s around, they compare
matters, their level of understanding of financial services                               products, and they get advice from friends, family,
and how much interest they take in their personal                                         acquaintances and/or professionals.
financial affairs.




 Retailers: regular use by newspaper readers recently active in market




                      76%                           73%


                                                                                   8%                            8%
                                                                                                                                                 3%



                   Post Office                       Tesco                      Sainsbury’s                      M&S                           M&S
                                                                                                               Main store                   Food section




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
                                                                                                                                                     Adults 16+ with
                                                                                                                                                     financial product*
                                                                                                                                                     Main shoppers who are
                                                                                                                                                     regular newspaper readers**




                                                                                  %                                           %
                                                                                                 3%
                                                   39%




                                                                                                                                               18%
                                    11%

                                       Keeping an eye                            Only when active                                  The Reluctants




Three mindsets

There are three main mindsets among consumers when
it comes to buying financial products.

• Keeping an eye: Some people are always on the lookout for                                      • The Reluctants: When they have to consider their options,
  a deal. They are the most likely to switch products if they see                                  they do as little research as they feel they can get away with.
  an opportunity. For them, the national newspaper finance                                         For this group, and for the Only when actives, trust and
  pages are an important source of information.                                                    reassurance are important.
“You need to do a lot of legwork, but it will pay off.”                                          “It’s just not possible to weigh up every single deal. You have to go
                                                                                                 with what you know or what your guts tell you.”
• Only when active: They don’t get involved unless they have
  to. Once they are in the market, they don’t push their research
  beyond their comfort zone.
“You’ve got to put in the work, but there’s only so much you
can do.”


Source: BMRB Telephone Omnibus – adults 16+ who own at least one of insurance product, mortgage, credit card, loan or savings account, 887 **Source: BMRB Online – regular newspaper
readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance product, credit card, loan or savings account and had
some responsibility for choice of financial provider, 190
8




The trust factor
Consumers feel generally distrustful about the financial services
industry. But feelings towards retailers are more positive.

How do you feel about the retailers you use regularly?% *

                                                                                                                                                                                         Tesco
                                                                                                                                                                                         Sainsbury’s
                                                                                                                                                                                         M&S
                                                                                                                                                                                         Post Office
             95 97                                        95                       95                                                                           93
      91                   91
                                            87     87                                                                                                                  85
                                                                  8                      80
                                                                                                        76                75            77
                                                                                                 70                              7            7




                                                                                                                                                                               0     0

        Trustworthy                          Good customer                              Good value                         Values me as a                       I like the fact I’m
                                                service                                  shopping                            customer                           rewarded for my
                                                                                                                                                                   loyalty via my
                                                                                                                                                                    loyalty card

Customer relationship                                                                                                                    Getting a feel for the market

When people talk about financial                                    so they expect to switch insurer when                               The High Street retailers have four major
services, they talk about pushy selling,                            the renewal notice arrives, or occasionally                         advantages over the traditional players,
small print, unhelpful or uninformed                                shop around for a better deal on the                                trust and confidence, diversity, size, and
call centres and poor service.                                      mortgage, credit card or loan.                                      reward schemes for many.
   They feel that loyalty is not rewarded.                             These perceived problems fuel
They see new customers getting a better                             distrust, a lack of confidence in the
deal than they get. Many assume that                                companies and the industry as a whole.
their provider is taking them for granted,


*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance product, credit
card, loan or savings account and had some responsibility for choice of financial provider, 190. Each retailer answered by its own cell of shoppers (Tesco 5, Sainsbury 58, M&S 5, Post Office 5)
Trust and confidence                                                                                Size

People know the retail brands and appreciate their values.                                         People see the retailers as so big that they can’t afford to have
Day after day, their retailer gives them the products they are                                     anything go wrong. They believe that a retailer will work hard
looking for, offering the quality and value that they want with                                    to keep customers happy because they are spending significant
good customer service. They have confidence in the                                                 sums on other things, like food and clothes. A big retailer can
products they buy.                                                                                 stand up on the consumer’s behalf to any company whose
                                                                                                   product they are selling.

Diversity                                                                                          Reward schemes
People know that retailers are accustomed to stocking a wide                                       Customers appreciate being rewarded for loyalty, and are
range of products, offering value at different price levels.                                       reassured that a company that does this even over small
                                                                                                   purchases is less likely to take them for granted.




Opinions about providers: retailers vs whole market for financial services*




                     85%
                                                                                                                                                               79%

                                                                           63%                                       60%
                                                              51%
                                  6%
                                                                                                        %
                                                                                                                                                  37%




                  You can trust them                    You have to change your                 They’re not interested in                 They don’t reward loyalty
                                                        provider or end up with                  helping you understand
                                                             a poorer deal                      what’s best for your needs




      Retailers (M&S, Sainsbury, Post Office, Tesco)*

      From main financial survey - attitudes about financial companies**



*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance product,
credit card, loan or savings account and had some responsibility for choice of financial provider, 190 **Source: BMRB Online - regular newspaper readers who have acquired or renewed home
or motor insurance within the last 6 months or acquired or renewed a mortgage, loan or credit card within the last 1 months and had some responsibility for choice of financial provider, 3753
10




Need to raise
awareness
Given the generally positive image of retailers, it may seem
surprising that relatively few of their regular customers choose
their financial products.

 People are thinking about other things

One reason is that, for all the prominence of their names,                                    They are eyeing up the food counter, or some new clothes.
people still do not yet automatically associate the retailers with                        Worrying about what to get for dinner and how to fit in all the
financial products.                                                                       other things they have to do that day. Making sure the shopping
   Consumers talk about seeing leaflets in-store. But those                               is bagged properly at the checkout, not with the heavy items
messages are not reaching consumers when they are in the                                  on top.
right mindset for thinking about financial products.


How many are buying?

                                                                                                                                            Have bought this product
             Credit card            13%                     0%                                    7%                                      from retailer

                                                                                                                                           Would consider buying this
                                                                                                                                           product from retailer in
                                                                                                                                           future

                                                                                                                                            Wouldn’t consider buying
      Savings account               8%                  %                                       9%                                       this product from retailer
                                                                                                                                            in future




               Insurance            5%                 6%                                        50%



                      Loan         %              39%                                       59%


Source: BMRB Online - regular newspaper newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsburys, M&S or the Post Office and who have at least one of
insurance product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
Unclear process                                              What’s on offer?

Among those who are aware that the                           This all adds up to uncertainty among                         National newspapers have a key
retailers are in the marketplace, there is                   many shoppers about what financial                         advantage over in-store messages for
a general lack of knowledge of what                          products are on offer from retailers.                      financial products because people
products are available.                                         In most categories, only between                        have a more relaxed, connected and
   And it is not clear where they can find                   5% and 60% of a store’s regular                           engaged mindset when they are
out more. People are not sure whether                        shoppers know what is available. The                       reading newspapers than they do when
they would get the financial product in                      figure is lower for savings accounts                       they are out shopping. A mindset more
the store or not. They are not sure how                      (apart from the Post Office, which is                      appropriate for considering how they
the process works, whether anyone in                         an established player in this market).                     manage their finances.
the store can answer questions and if so                        Shoppers are well aware of what’s                          Also, people use their newspapers
where to find them.                                          on the supermarket shelf. But more                         as a primary source of information
                                                             work needs to be done on raising                           about financial services.
                                                             awareness of their financial services.




Which of these financial products does your store offer?%


                                                                                 67                                              68
                     6
                                                  56                                         63
                                                                                       58
                                     5                 9                                        5
                          5
                                1                           3 5                                                    


                                                                                                                36


                                                                                                                           1
                                                                                                                                                                 Tesco
                                                                                                                                                                 Sainsbury’s
                                                                                                                                                                 M&S
                                                                                                                                                                 Post Office

                     Home/Motor                    Personal Loan                   Credit card                  Savings account
                      insurance




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
1




How consumers
perceive retailers
in financial services
Customers have a good image of their retailers as potential providers
of financial products.




Marks & Spencer                                                  Post Office

Its customers see Marks & Spencer as having very strong          The Post Office has a uniquely long-established, trusted,
potential appeal for financial services. They associate the      familiar, accessible and uncomplicated image. It has integrity
brand with genuine customer care and feel that when M&S          and reliability, and consumers feel that it couldn’t go in for the
sets out to do something, it does it well.                       hard sell even if it wanted to.
    M&S is a highly credible provider. Especially among women,      People associate it with Premium Bonds, savings and travel
it’s trustworthy, dependable and classy. People expect it to     services, but don’t expect more than that, and are surprised
provide a wide range of financial products and good rates,       when they see the full range that’s available.
explained well by helpful and knowledgeable staff. Its main         But consumers feel the Post Office image is downmarket
weakness is a low awareness of its products among consumers.     and old-fashioned. The environment is poor. They associate it
                                                                 with long queues and wouldn’t want to get into a financial
                                                                 discussion, as they would be holding up all the other people
                                                                 waiting. In any case, they don’t expect the staff to
                                                                 be knowledgeable.
How do you feel about the retailers as providers of financial services?% *




                                                                                                                          9                   9 93 96
                                                                                                                    91          91
                                                                                                             88                                                   89
       8
             79
                                        77                                76
                          7
                   66                          65                                66 67




                                                                                             38


                                                                                                                                                                                      Tesco
                                                                                                                                                                                      Sainsbury’s
                                                                                                                                                                                      M&S
                                                     0 0
                                                                                                                                                                                      Post Office
   They offer competitive             Getting extra points/             They do a good job as               It would be helpful if         If something went wrong
   interest rates or prices           benefits on my reward            a retailer in other areas           there were a private or             I would expect the
     for their financial               card makes me more              such as food or fashion,           separate area if I wish to           retailer to help get
          products                     inclined to buy from              they are just as good             ask about the products                    it sorted
                                              retailer                 selling financial services




Sainsbury’s                                                                                           Tesco

Sainsbury’s is trusted by its customers, who see it is a cut above                                   Tesco has a strength that comes from being the leader in the
the other supermarkets, apart from Waitrose. They rate its                                           field. It is the most established retailer as a provider of a wide
customer care highly and expect the company to provide good                                          range of financial services – insurance, loans, savings and
quality and value, with Nectar points as a bonus.                                                    credit cards – and it benefits from strong word of
   That translates into their expectations that Sainsbury’s                                          mouth recommendation.
financial products would be a cut above the rest. They would                                             It may be on the verge of automatic recognition as a financial
be straightforward and reliable.                                                                     services provider.
   However, Sainsbury’s is not generally on the radar for                                                Customers see it as a provider of seriously competitive, no-
financial services. In our research, consumers could recall                                          frills, good-value products, and expect that to carry over into
none of its financial advertising.                                                                   financial services.
                                                                                                         But there are some worries about the company becoming a
                                                                                                     Jack of all trades, master of none. And some people feel that,
                                                                                                     while it is a good place to buy simple, low-value products, they
                                                                                                     would look elsewhere for expert advice on a complex product
                                                                                                     or service.


*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance product, credit card,
loan or savings account and had some responsibility for choice of financial provider, 190. Each retailer answered by its own cell of shoppers (Tesco 5, Sainsbury 58, M&S 5, Post Office 5)
1




Newspapers -
a major opportunity
Consumers want reliable, approachable, trustworthy financial services. They see
the retailers as having these values in their core businesses. National newspapers
can help retailers raise awareness of their products and leverage their brand values
to increase their penetration of the financial services market.




Stronger profile                          Brand values

Presence in national newspapers can       That presence, alongside their main           It can also give reassurance on the
strengthen the retailers’ profile in      brand advertising, offers reassurance      process. People are accustomed to going
finance, creating awareness, engagement   that the brand values that their regular   to a shop for the general run of retail
and stature in this sector.               customers know and appreciate apply        goods and postal services. Ads can help
   By being alongside the big financial   just as much to financial products as to   steer financial services customers beyond
companies in the national newspapers,     everything else.                           the stores and towards making contact
they confirm their status as serious         Newspaper advertising can provide       over the internet or by phone.
players in the market.                    product information and stimulate
                                          interest, encouraging the consumer to
                                          make contact.
Attentive readers

 National newspapers can perform these                               It is important “me time” when they
 roles because they deliver readers who                              expect to be engaged, entertained
 are in a mood to engage with messages.                              and informed.
    Reading a national newspaper is an                                  In that environment, emotionally-
 emotional,    involving     experience.                             resonant advertising can help build brand
 However busy people are, they make                                  values, and carry those values from the
 time for reading their newspaper.                                   retail store to the financial product.



 How readers value and use newspapers - print* and online** formats



                              Newspapers allow me time to look at                                                                                                                            81%
                                             /digest information                                                                 31%


                                                                                                                                                                            67%
                                        Best buy tables are very useful
                                                                                                                             8%


                                                                                                                                                                            67%
                       Convenient way of getting contact details
                                                                                                                                      35%


                   Money pages give me lots of advice and tips                                                                                                           6%
                                                                                                                           6%


                      Help me understand the information that                                                                                                     59%
                            is important for financial products                                                            6%


                                          Help me compile a short list                                                                                       5%
                                               of financial companies                                                      6%


                           Good ads in my paper could influence                                                                                       9%
                                     which companies I consider                                                    19%


                When finance products advertise in my paper                                                                                  1%
                  it shows they are interested in my business                                                    18%



                                                                                                                                                                      Print format *

                                                                                                                                                                      Online newspapers **




*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance product, credit card, loan
or savings account and had some responsibility for choice of financial provider, 190 **Source: BMRB regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the
Post Office and who have at least one of insurance product, credit card, loan or savings account and had some responsibility for choice of financial provider and who use online newspapers, 870
16




Newspapers and
the internet
Newspapers and the internet can work together to help consumers
come to a decision.




Fast track

The comparison sites fast-track the            But the comparison sites are not the       Newspaper editorial sites – as well as
search process for consumers. They allow    only sites that are valuable to would-be   the print versions - are heavily used by
them to do a lot of legwork with little     consumers of financial services. In the    people trying to understand how the
effort, and people see them as impartial.   complex and confusing marketplace,         financial services categories work, what
The sites help consumers see what’s         price is not the only factor that’s        they should be looking for, what’s right
around and home in on price                 important. Brand sites provide vital       for them and what they should avoid.
comparisons, and the calculator facility    reassurance, as well as detail on the
helps them see just what a product would    products and a means of contact.
cost them.
Working in tandem                                                                                                       Ads lead to action

Consumers are used to seeing newspaper                         The way that newspapers and the                          Advertising in national newspapers
ads that send them online, which is their                   internet work in tandem seems to be that                    drives responses to the product offering.
preferred route for further research –                      the advertising in the newspapers says                      It moves customers on to the next stage.
they feel that if they try to do the extra                  “this is what there is” and the internet                       The great majority of those in the
checking on the phone, they will be stuck                   puts it into a competitive context,                         market go online, make a call or go to a
talking to a pushy sales person.                            enabling consumers to evaluate much                         branch. Very few do nothing.
                                                            more effectively.




                            Use internet to search for
                      information on financial services
                                                                                                                                         75%


                           Use internet to access online
                                   national newspapers                                                                            67%


                  Use internet to access money pages
                       of online national newspapers
                                                                                         9%


Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190




Action taken after seeing newspaper ads



                                     6%
                                                                   58%


                                                                                                  3%
                                                                                                                                 31%




                                 Went to brand                    Went to                     Rang number                  Went to branch
                                   website                      comparison                       in ad                      of company
                                                                  website                                                   advertising




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider and who noticed newspaper advertising, 163
18




Making the decision
What they base their final decision on will vary by sector and also
by mindset.


                                          Good
                                      reputation
                                                                                    %                                         Good customer
                                                                                                                              service
                                                             95                                            95

           Company is friendly
               and accessible                 93                                                                         93           Good understanding
                                                                                                                                      of my needs




                       Cheapest
                       offer/rate
                                            86                                                                               91          A company
                                                                                                                                        I’ve heard of




                                Previous             76                                                            79            Company is a specialist
                              experience                                                                                         in this area

                                                                        55                      63
                                                  Recommendation                                Has an image
                                              from someone I know                               that is right for me




Emotional factors

The cost of a product is obviously important to the consumer                              They want good customer service, a company that is
but many other factors influence the decision. Many of these                              approachable and friendly.
factors are about emotions, and can result in some trade off                                  When asked about customer service, they talk about the
on price.                                                                                 attitude of the staff, who they want to be helpful, friendly and
   As well as looking for reassurance that the company is                                 understanding. They want the process to be fast
reputable, and that they will be dealing with knowledgeable                               and efficient.
staff, they want to know that the company will treat them well.




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
Communication indicates commitment                                                                                       Ads not noticed

Many consumers say you only find out                            If a company makes little effort to                     A significant number of retailers’
how good the company is when something                      engage the consumer in its advertising,                     customers active in the financial services
goes wrong. So they look at the effort a                    it is suggesting that it wouldn’t be very                   market look for information about
company puts into its communications                        helpful when the chips are down.                            financial products in their newspaper.
as an indicator of what might happen in a                       People are looking for messages that                    But the financial ads are generally so
crisis, such as whether the company would                   can be quickly absorbed and help them                       poorly constructed that very few of those
be hard or easy to get hold of and whether                  work out whether the product is right for                   scouring the editorial notice them.
it would work to sort any issues out.                       them. They want the language of the ad                         In most cases, consumers consider
                                                            to help them understand rather than                         the financial ads from retailers to be
                                                            add to their confusion.                                     much less appealing than their
                                                                                                                        “normal” advertising.


 Where they go for help


                                    Used comparison website                                                                                                        1%

                       Contacted previous/existing provider                                                                  %


                                    Went to company website                                                                   %

                       Looked for information in newspaper                                                             1%

                                 Noticed internet advertising                                                     19%

              Looked at rates/offers in high street branches                                                    18%

                                           Noticed direct mail                                           15%

                                       Noticed TV advertising
                                                                                                       1%

        Compared rates/offers by looking at newspaper ads                                              1%

                                    Renewed without looking                                         13%

                              Asked friend/colleague/family                                       1%

                                               Leaflet in store                                 11%

                                                  Used an IFA                          7%

                              Noticed newspaper advertising                         6%                                                          Newspaper

                       Looked at classified ads in newspaper                                                                                    Other
                                                                                    5%




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
0




Newspapers -
The emotional connection
National newspaper advertising offers a real opportunity to retailers in
getting readers to connect with their brands.

 Overwhelming evidence                                                                                                        Neuroscience

Research by the NMA, involving 7,000                                       In 006, in-market studies focussed               Brain Fingerprinting, a groundbreaking
consumers over four years, has produced                                on the TV and newspaper partnership.                   neuroscience technique, provides further
overwhelming evidence that newspapers                                  In every test, newspaper ads performed                 evidence in support of our effectiveness
drive emotional brand responses. Not                                   more strongly on Brand Values – the                    research. Tests showed that newspapers
only that, but they drive them more                                    measure of connecting and identifying                  are % more successful than TV at
strongly than TV.                                                      with a brand – than TV solus.                          increasing emotional affinity with
      The research has been confirmed                                  The strongest results came from                        a brand. Newspapers and TV together
in real-market tests of 0 brand                                       a combination of TV and newspaper ads.                 produce an 85% stronger response than
campaigns. In every test newspapers                                                                                           TV alone.
generated       increased     emotional
identification or brand involvement.


 Emotional affinity - all brands                                                   TV + Newspaper
                                                                                     Incremental
                                                                                   vs TV solus 85%          Newspaper solus
                                                                                                              Incremental
                                                                                                            vs TV solus 42%


                                                                      98
                                    Magnitude of brain response




                                                                                                                               87
                                                                                                     76


                                                                                                                                                      50




                                                                  TV + Newspaper                 TV solus                Newspaper solus             Control
                   Difference from Control                            +8                            +6                       +37


NMA Effectiveness Study: In 005-006, the effectiveness of 0 in-market ad campaigns was tracked for the NMA by Millward Brown, dunnhumby and Hall & Partners.
In addition, neuroscience studies were conducted by Millward Brown in partnership with Brainwave Science.
Active engagement*

A study of 6000 respondents in the six brand tracking
campaigns in 006 shows in more detail how newspapers
strengthen active engagement with a TV-led campaign. People
who saw ads from both media thought the TV ads were more
interesting, involving and distinctive than those seeing only
the TV ads.



                                                                                                                + 11
                                                                                        + 12                Distinctive        + 14
Millward Brown’s
                                                                                     Involving                            Interesting
TV Involvement Diagnostics

       Norm (698 UK ads)
                                                            Disturbing                                                                  Soothing
       Recognise Brand Newspaper + TV

       Recognise TV ad only

 +–    Added effect of Newspaper
       (Each axis 0-75%)                                                                                                                         -5
                                                    Unpleasant                                                                              Pleasant




                                                                                                                                            -5
                                                              Irritating                                                                 Gentle
                                                                    -4


                                                                                     Boring                                  Weak

                                                                                         -5                 Ordinary           -6
                                                                                                                -8




Pre-testing doubles impact

The NMA further improved the impact of ads by introducing                                   Details of the NMA’s brand tracking and neuroscience
pre-testing of the creative, usually done for TV ads, seldom for                        research can be downloaded from the NMA website. Or call
newspapers. The 13 campaigns that ran in 005 delivered an                              the NMA for hard-copy publications.
average of 17% brand recognition. The 006 campaigns
delivered an average of 3%. Double the impact for a small
investment of time and money.


*Source: Aggregate of the six NMA 006 Effectiveness tests tracked by Millward Brown among 6000+ respondents.





Getting newspaper
advertising right
The NMA research on effectiveness gives retailers a number
of pointers on how to improve the impact of their finance ads.

Create emotional engagement                                                               • Link clearly to TV: A key finding from all the research
                                                                                          done by the NMA is that the most effective ad campaigns are
Finance ads work best when they create emotional engagement,                              those where the newspaper ads are clearly – and cleverly –
understanding what’s important to the customer. A good ad                                 linked to the TV. Their readership is more southern and
can give information quickly and clearly, in a tone that matches                          metropolitan and more upmarket than commercial TV.
the reader’s mood and feelings.                                                           Also, they are processed in a different way from TV. And there
                                                                                          is heavy reading of national newspapers in the evening, during
                                                                                          TV viewing.

 Four key rules                                                                           NMA testing

The NMA research suggests that there are four key rules for                               The NMA quantitatively tested 105 financial ads from
newspaper ads to follow.                                                                  traditional providers across four categories – mortgages, credit
                                                                                          cards, loans and insurance. It also tested  retailers’ finance
• Create visual impact: Newspaper readers scan through the                                ads. Most were tested in situ, in the papers as they originally
pages, sifting the editorial and the ads for the things that                              appeared. A few are ads from other media or were constructed
interest them. An ad that stands out can grab their attention.                            from providers’ in-branch material.
Colour helps standout, as does a strong, confident use of space.                             Each retail finance ad was responded to only by those who
Small, black and white, look-alike ads are not helping consumers.                         said they regularly shopped with the retailer that issued it.

• Keep it simple: Consumers, beset by confusion and
uncertainty, welcome ads that are clear and simple, focusing                              How appealing are retailers’ financial ads?
on the end benefit of the product rather than the nuts and
bolts. People feel that small print and technical jargon are just                          Compared to the normal ads?
ways of hiding traps for the unwary. Newspaper ads can give a
sense of openness, that what you see is broadly what you get.
                                                                                                                              56%
• Avoid overload: Current ads increase the consumer’s
confusion by packing too many messages into one – sometimes
modest – space. Multiple executions can be created cost-
effectively in newspapers so that a brand can deliver its messages                                                                                         6%
one at a time, instead of trying to say everything at once.                                        18%
Individual consumers can tap into the messages most relevant
to them.                                                                                       More appealing              Less appealing             Equally appealing




Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190
Variable performance

The chart on the right shows that,                                                                                Very eye catching
in general, customers of the Post Office
and Sainsbury’s feel that the two                                                          There’s too                                             I would stop
                                                                                           much small                                                 and look
retailers’ financial services ads stand                                                    print
                                                                                                                            71%

out well. M& S shoppers are the least
impressed with the stand-out of their
                                                                                                                                         55%
retailer’s ads, and also feel there is too
                                                                                                                    0%
much small print.                                                         Enough                                                                          Would prompt
                                                                          information                    3%                                                 me to find
                                                                          to decide                                                         5%               out more
                                                                                                                   9%

                               Sainsbury’s average                                                                                3%
                                                                                                                   30%
                                                                                                                          3%
                               Post Office average

                               Tesco average                                   Gives me a                                                                 Reminds
                                                                               reason to buy                                                              me of the
                               M&S average                                                                                                               TV adverts


                                                                                                    Really helps                Surprising, gets me
                                                                                                    me connect                  to think differently
                                                                                                   with the brand                  about the brand




                               Very eye catching
                                                                                          The chart on the left shows that the best performing retailer
                                                                                          financial ad - from the Post Office - compares well with the
                                         87%
                                                                                          average score of the NMA tracking study ads.
Enough                                                            I would stop
                                                                                             In contrast, the M&S mono ad was ranked the least effective
information      81%                                                 and look             of the  that we tested quantitatively. It does not achieve
to decide                                                                                 standout and registers poorly on all the positive measures.
                                                            71%




                   6%
Gives me                                                            Surprising, gets
a reason                                               69%             me to think
to buy                                                                  differently
                                   65%                             about the brand



                                  Really helps
                                  me connect
                                 with the brand


           NMA effectiveness tests norm

           Highest performing retailer finance ad: Post Office

           Lowest performing retailer finance ad: M&S



Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit Tesco, Sainsbury’s, M&S or the Post Office and who have at least one of insurance
product, credit card, loan or savings account and had some responsibility for choice of financial provider, 190





Response to
Tesco finance ads
By regular Tesco shoppers

Consistent style                                                                          How appealing are retailer’s financial ads?
Tesco’s use of a consistent style across all its products gives
instant brand recognition. The image is straightforward,                                  Compared to the normal ads
no-frills, good value. There is little small print. In spite of this
consistency, half of all Tesco shoppers rate the brand’s financial
ads overall as less appealing than its normal ads.                                                                            5%


                                 Very eye catching                                                                                                    3%
             There’s too                                       I would stop                             1%
             much small                                           and look
             print                          62%
                                                                                                    More appealing         Less appealing         Equally appealing


                                                       54%
Enough                                                                       Would
information               42%            22%                             prompt me
to decide                                                44%                 to find
                                                                           out more
                            35%
                                                  42%
                                 37%
                                          38%
     Gives me a                                                       Reminds
     reason to buy                                                    me of the
                                                                     TV adverts


                      Really helps          Surprising, gets me
                      me connect            to think differently
                     with the brand            about the brand




            Loan
            Home insurance

            Credit card

            Tesco average



Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop at Tesco and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider and were assigned to one of the Tesco Cells, Cell 1 - 91, Cell  - 33
Colour and size matter

The main finance ads survey showed how smaller ads can struggle
to compete, and these retailers’ ads provide further evidence.
The “ cars” colour ad is up against a strong gardening offer, and
the “cashback” ad is dominated by the Nationwide ad.
   In mono, the effect is even more pronounced, with the
pet and home insurance ads overwhelmed by strong ad and
editorial elements.

                                  Very eye catching

               There’s too                                      I would stop
               much small                                          and look
               print

                                 54%         47%

  Enough                                             34%                    Would
  information           47%                                             prompt me
  to decide                                                                 to find
                                                          38%
                                                                          out more
                              26%
                                    31%
                                           29%      47%
     Gives me a                                                        Reminds
     reason to buy                                                     me of the
                                                                      TV adverts
                                                                                                      Two cars

                       Really helps          Surprising, gets me                                      Tesco average
                       me connect            to think differently
                      with the brand            about the brand                                       Single car




                                  Very eye catching

              There’s too                                       I would stop
              much small                                           and look
              print

                                              47%
                                     34%
Enough                                               40%                    Would
information                   39%                                       prompt me
to decide                                                 39%
                                                                            to find
                               29%                                        out more

                                     31%           38%
                                           30%
   Gives me a                                                          Reminds
   reason to buy                                                       me of the
                                                                      TV adverts


                      Really helps          Surprising, gets me                                       Tesco average
                      me connect            to think differently
                     with the brand            about the brand                                        Pet insurance
                                                                                                      Home insurance


Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop at Tesco and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider and were assigned to one of the Tesco Cells, Cell 1 - 91, Cell  - 33
6




Response to
Sainsbury’s finance ads
By regular Sainsbury’s shoppers

 Eye-catching                                                                              How appealing are retailer’s financial ads?
Sainsbury’s ads are generally perceived by their customers as                              Compared to the normal ads
being eye-catching, with the power to make consumers stop
and look. Most Sainsbury’s shoppers say that the financial ads
from the retailer are as appealing as, or more appealing than,
its usual advertising.
    Both the ads on this page achieve strong stand-out. The pet
insurance ad has an engaging visual, and the loan ad a clear,                                                                %
simple proposition and strong brand colours. Both draw the
reader to stop and look at the message, though recall of the
                                                                                                       1%                                          3%
retailer’s TV campaign is only moderate. The score on “small
print” is well below the average for Sainsbury’s finance ads.
    The colour ads on the opposite page also achieve stand-out,
with confident use of space and clear propositions. The mono ad                                    More appealing        Less appealing        Equally appealing
presents a different picture, with poor stand-out and weak
branding. It illustrates how loss of colour leads to loss
of impact.

                                  Very eye catching

             There’s too                                       I would stop
             much small                                           and look
             print

                                            71%
                                  0%

Enough                                            55%                       Would
information                 3%                                         prompt me
to decide                                                5%                to find
                                     9%       3%                        out more

                                   30%
                                           3%

   Gives me a                                                         Reminds
   reason to buy                                                      me of the
                                                                     TV adverts


                                                                                                        Sainsbury’s average
                     Really helps             Surprising, gets me
                     me connect               to think differently                                      Pet insurance
                    with the brand               about the brand
                                                                                                        Loan

Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop at Sainsbury’s and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 58
                                  Very eye catching

             There’s too                                           I would stop
             much small                                               and look
             print                            71%



                                  0%                     55%
Enough                                                                         Would
information                                                                prompt me
to decide                  3%                                                 to find
                                                             5%
                                                                             out more
                                     9%

                                                    3%
                                   30%
                                           3%

Gives me a                                                                  Reminds
reason to buy                                                               me of the
                                                                           TV adverts


                   Really helps               Surprising, gets me
                   me connect                 to think differently
                  with the brand                 about the brand
                                                                                           Sainsbury’s average
                                                                                           Car insurance

                                                                                           Home insurance




                                    Very eye catching


           There’s too                                                  I would stop
           much small                                                      and look
           print                                 71%



                                                              55%
Enough                                                                                Would
information                             0%                                       prompt me
to decide                   3%                                                       to find
                                                                                    out more
                                                               5%

                                  9%

                                     30%               3%
                                              3%
Gives me a                                                                         Reminds
reason to buy                                                                      me of the
                                                                                  TV adverts



                 Really helps                        Surprising, gets me
                 me connect                          to think differently
                with the brand                          about the brand


                                                                                           Sainsbury’s average
                                                                                           Credit card


Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop at Sainsbury’s and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 58
8




Response to
M&S finance ads
By regular M&S shoppers

Contrast with food ads                                                                    How appealing are retailer’s financial ads?*
Regular M&S shoppers are not impressed by the M&S financial                               Compared to the normal ads
services ads. There is an overwhelming view that these are less
appealing than the retailer’s normal ads.
   The finance ads are in stark contrast to M&S’s impactful                                                                   86%
clothing ads and mouth-watering food ads.
   The best performing of the M&S ads that we tested is the
colour ad for the retailer’s credit card. Colour does give an ad
extra standout, though the colour in this execution is relatively
recessive and the ad scores low on “eye-catching” as well as
high on “small print”.
   The NMA adjusted the ad for this research, bringing out
the colour, and simplifying the execution by cutting back on
the copy and highlighting the visual. The result scores                                                                                               8%
significantly better on all the positive measures.                                                        7%
                                                                                                    More appealing        Less appealing        Equally appealing




                               Very eye catching


            There’s too                                     I would stop
            much small                                         and look
            print
                                          64%
                               55%

Enough                                              56%                 Would
information                                                         prompt me
                        50%
to decide                                                               to find
                                                      47%             out more
                            33%
                                  32%           40%
                                        33%
Gives me a                                                            Reminds
reason to buy                                                         me of the
                                                                                         **                                           ***
                                                                     TV adverts
                                                                                                     NMA adjusted ad for research
                Really helps               Surprising, gets me
                                                                                                     M&S ad as appeared in M&S magazine
                me connect                 to think differently
               with the brand                 about the brand                                        M&S average



*Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit M&S and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 5. ** Ad taken from magazine and adjusted for research. *** Original ad from magazine
Mono ads fade into background

There is little to choose between this                      - as has happened to two of these ads - next
group of mono ads. There is no colour to                   to a stronger ad, which competes better for
lift standout, which for all of them is well               reader attention.
below the - already modest - level achieved                     In addition, shrinking a large execution
on average by M&S financial ads.                           into a smaller space can make the body
    Smaller executions run the risk of                     type too small to be easily read. All these
appearing recessive and they can end up                    ads are perceived by readers to have too
                                                           much small print.




                                              Very eye catching

               There’s too                                                            I would stop
               much small                                                                and look
               print

                                            68%


Enough                                                       34%                                 Would prompt
information                                                          31%                            me to find
to decide                               35%                                                          out more
                                                                      28%
                                               21%
                                                  21%              27%
                                                          22%


    Gives me a                                                                                     Reminds
    reason to buy                                                                                  me of the
                                                                                                  TV adverts



                                 Really helps                     Surprising, gets me
                                 me connect                       to think differently
                                with the brand                       about the brand




            M&S average
            Driver
            Car key
            Vase



Source: BMRB Online - regular newspaper readers and main shoppers who regularly shop or visit M&S and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 5
30




Response to
Post Office finance ads
By regular Post Office shoppers

Visually engaging                                                                           How appealing are retailer’s financial ads?
The “juggling” ad from the Post Office is the most effective of                             Compared to the normal ads
the  retailers’ finance ads we tested. The visual is strong and
engaging, with a touch of humour to underline understanding
of how the consumer feels facing so many financial pressures.                                                                   8%
   This ad succeeds in drawing the eye and persuading the
reader to stop and look, so the message contained in the ad
has a good chance of reaching the newspaper reader.                                                       31%
   The mono execution makes much less impact, and losing
the red colour from the ant icon and the brand logo weakens                                                                                            1%
brand identity.
   There appears to be little to choose between the two ads in
                                                                                                     More appealing         Less appealing       Equally appealing
terms of small print, but the mono execution is perceived by
more readers to have too much.




                                 Very eye catching

             There’s too                                     I would stop
             much small                    88%                  and look
             print

                                                          75%
                                27%
Enough                                                                      Would
information                                                             prompt me
to decide           68%                                                     to find
                                                              66%         out more

                      45%

  Gives me a                                           63%            Reminds
  reason to buy              56%                                      me of the
                                          57%
                                                                     TV adverts

                                                                                                       Credit card colour
                    Really helps                 Surprising, gets me                                   Credit card mono
                    me connect                   to think differently
                   with the brand                   about the brand                                    Post Office average



Source: BMRB Online - regular newspaper readers and main shoppers who regularly visit the Post Office and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 5
Grabbing attention

The Post Off ice ad for payment                             The car insurance ad scores well,
protection insurance and the large mono                     even though it is in mono, with a headline
ad for car insurance score slightly better                  stating a clear proposition.
than the Post Office average on the                            In contrast, the small mono car
positive measures.                                          insurance ad simply disappears into
   The PPI ad succeeds in grabbing                          grey monotony. It hardly registers on
readers’ attention with a strong visual,                    catching the eye, and when readers do
which includes a strong headline.                           notice it they think there is too much
                                                            small print.




                                              Very eye catching

                   There’s too                                                         I would stop
                   much small                                                             and look
                   print
                                                            69%


                                            5%
                                                                           61%

Enough                                                                                          Would prompt
information                      53%                                                               me to find
to decide                                                                                           out more
                                                                               50%

                                        35%
                                                                  6%

                                               3%
     Gives me a                                            8%                                   Reminds
     reason to buy                                                                               me of the
                                                                                                TV adverts



                               Really helps                    Surprising, gets me
                               me connect                      to think differently
                              with the brand                      about the brand



            PPI
            Post Office average
            Car insurance small mono

            Car insurance large mono



Source: BMRB Online - regular newspaper readers and main shoppers who regularly visit the Post Office and who have at least one of insurance product, credit card, loan or savings
account and had some responsibility for choice of financial provider, 5
3




How to wrap product
detail in a brand context
Financial companies have to put over detailed information, but they
need a step change in communication to create real engagement and
connection with the brand.

Similar challenge

The NMA research in the financial sector mirrors a 006 NMA                                The campaign shows that the challenges faced by motors
study in the motors sector, where companies face similar                                and financial services advertisers can be overcome, delivering
communication challenges to those in financial services.                                real benefits to the brand. The campaign’s success convinced
   This research was used to brief the creative agency for                              Toyota to continue to develop its advertising using
a tracking study. The resulting campaign for the Toyota Yaris                           this approach.
included both brand and tactical ads in the papers.

 Brand Values
Among those who saw only the TV ad, the Brand Values score -                               TV plus newspapers drove a 5% point rise in likelihood to
measuring strength of connection and identification with the                            consider the Yaris, compared with 1% point increase for TV.
brand - was 35%. Newspaper ads scored 60% on this measure                               Brand advertising in national newspapers accounted for a %
and TV plus newspapers scored 6%. Newspaper ads created                                increase in unique visitors to the Toyota Yaris homepage – 3%
71% higher emotional connection than TV, and the two                                    from the print versions, 1% from the online papers.
together scored 8% better than the TV ad alone.
                                                                                                                       Advertising Measures - Brand Values
                                                                                                                      ‘Helps me to connect and identify more strongly’
                                                                                                                       Top 2 box %
Traditional Toyota car ad                New Toyota approach


                                                                                                                                                       6%



                                                                                                                             35%

                                                                                                                            TV brand              TV + Newspaper
                                                                                                                              solus                 Brand ads



Source: NMA 006 Toyota Yaris effectiveness test tracked by Millward Brown among 1300+ respondents. Website tracking by Sophus3.
Newspapers enhance TV ad image*                                                                                           + 20

                                                                                                          + 22         Distinctive         + 24
Among respondents who also saw the brand newspaper                                                     Involving                      Interesting
advertising, engagement with the TV ad was far more active
and positive.
                                                                                      Disturbing                                                    Soothing




Millward Brown’s
TV Involvement Diagnostics                                                      Unpleasant                                                              Pleasant


       Norm (698 UK ads)

       Recognise Brand Newspaper + TV
                                                                                       Irritating                                                    Gentle
       Recognise TV ad only                                                                  -10


 +–    Added effect of Newspaper
       (Each axis 0-70%)                                                                               Boring                           Weak
                                                                                                          -9           Ordinary            -15

                                                                                                                           -15



Multiple executions                                                                                                Balance rational and emotional

The Toyota Yaris campaign featured                            TV plus one newspaper ad drove the                   Toyota Yaris shows the importance of
multiple executions in the newspapers,                     Depth of Information measure for the                    ensuring that a campaign that includes
each focusing on one benefit of the car.                   Toyota Yaris up to 9%, compared to %                 facts – such as information on a financial
Multiple executions are a particular                       for TV alone. Adding another newspaper                  product – has an emotional dimension.
strength of newspapers, a cost-effective                   ad took the score to 57%, which increased
way of ensuring that each ad message is                    as each execution was added to the
delivered clearly, one at a time, and                      campaign. TV plus four newspaper ads
increasing engagement as consumers                         plus one online newspaper ad scored 85%,
look out for the next in the series.                       double the score of TV alone.


 Advertising Measures - Depth of Information
‘Gives me enough information to decide’                                             85%
 Top 2 box %
                                                                    70%
                                                   69%
                                   57%
                   9%
   %




  TV solus        TV + 1          TV +           TV + 3          TV +         TV + 
                 Newspaper       Newspaper       Newspaper       Newspaper Newspaper ads
                    ad              ads             ads             ads    + 1 online NP ad




*Source: NMA 006 Toyota Yaris effectiveness test tracked by Millward Brown among 1300+ respondents.
3


Top 10 ranked retailers’ financial products ads

 1                                                       3




                            5                        6




 7                      8                         9           10
The NMA has published brochures on
other categories studied in the research:
Mortgages, Insurance, Credit Cards and
Loans. There is also an overall brochure
- Finance and National Newspapers - on
the main results from the financial
services research. If you would like a
copy of any of these brochures, please
email enquiries@nmauk.co.uk or phone
020 7182 1700




Looking for more?
The NMA has a mass of data on the
quantitative research described in this
brochure and its companion brochures.
If there is enough demand, we will
publish the data on a CD-ROM.
    If you would find this useful
and would like the CD-ROM, please
email enquiries@nmauk.co.uk or phone
020 7182 1700, and we’ll send you a copy
if it is published.
     Retailers’ financial
     products                                         and National Newspapers
                                                                                      Mortgages                                         and National Newspapers
                                                                                                                                                                     Credit cards                                      and National Newspapers




  Ahead                                                                                                                                                           Easy come,
                                                                                   The mortgage
  on trust                                                                         minefield                                                                      easy go
   Customer goodwill
   creates an advantage                                                            “The wrong decision                                                            A challenging
                                                                                   can lead them into                                                             environment for
                                                                                   serious difficulty”                                                            brands




  Lack of                                                                                                                                                         Making the
  certainty                                                                        Making the                                                                     decision
  Customers are not clear                                                          decision                                                                       Keeping a high profile
  about what’s on offer –                                                          Cost is important,                                                             creates influence
  or how to find out                                                               but so is good service




                                                                                                                                                                  Getting credit card
  Getting the                                                                      Getting mortgages                                                              advertising right
  advertising right                                                                advertising right                                                              NMA research proves
  NMA research proves it can be                                                    NMA research proves it can be                                                  it can be done and
  done and demonstrates how       Newspapers: The Attention Medium                 done and demonstrates how       Newspapers: The Attention Medium               demonstrates how
                                                                                                                                                                                                  Newspapers: The Attention Medium




     Insurance                                         and National Newspapers
                                                                                      Loans                                             and National Newspapers
                                                                                                                                                                     Finance                                           and National Newspapers




                                                                                                                                                                   Price isn’t
  Visibility is all                                                                Seeking                                                                         everything
  Recognition correlates                                                           respectability                                                                  Emotional factors sway
  with success                                                                                                                                                     the decision to buy
                                                                                   The market has an
                                                                                   image problem




  Making the                                                                                                                                                      A matter
  decision                                                                         The advice                                                                     of trust
  Cost is important,
  but so is good service                                                           centre                                                                         Customers are looking
                                                                                                                                                                  for reassurance
                                                                                   Newspaper ads can
                                                                                   reassure borrowers




  Getting insurance                                                                                                                                               Getting finance
  advertising right                                                                Getting loans
                                                                                   advertising right                                                              advertising right
  NMA research proves
                                                                                                                                                                  NMA research proves it can be
  it can be done and
  demonstrates how                Newspapers: The Attention Medium
                                                                                   NMA research proves it can be
                                                                                   done and demonstrates how       Newspapers: The Attention Medium               done and demonstrates how       Newspapers: The Attention Medium




The Newspaper Marketing Agency

Empire House                                                         Maureen Duffy                                                   Quantitative Research
175 Piccadilly                                                       Chief Executive Officer                                         BMRB
London W1J 9EN                                                                                                                       Qualitative Research
                                                                     Anne Foster
Tel: 00 718 1700                                                                                                                   Davey Bioletti Planning and Research
                                                                     Planning Director
Fax: 00 718 1711                                                                                                                   Boszko
Web: www.nmauk.co.uk                                                 Tom Lynch                                                       Research Plus
                                                                     Communications Controller                                       Corr Research
                                                                                                                                     Parsnip.it

								
To top