Newspapers still have a role to play in any advertising campaign and can be a significant addition to any campaign, the Newspaper Marketing Agency (NMA) has said.
Giving examples of the success, it said that the combination of a television and newspaper campaign led to a five per cent point increase in likelihood for consumers to consider the Toyota Yaris, compared to only a one per cent increase for TV alone.
Similarly, newspaper adverts gave a 39 per cent rise in unique visitors to Tigra pages on the Vauxhall website, the NMA adds.
“A key ingredient to this [campaign] was including multiple press ads in the campaign that were distinctive, interesting and involving adding to the take out from the TV ad,” said Robin Giles, general manager of marketing communications at Toyota.
“It was also very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.”
Likewise, Martin Lay, marketing planning and research manager at Vauxhall said: “The Tigra newspaper campaign challenged many of the preconceptions people have about newspaper advertising.”