Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.


Pieter-Paul von Weiler and Brigitte Bayard, Account Planning Group - (Australia), Grand Prix, Best insight/input, Creative Strategy Awards 2014

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.


Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how science and technology company DuPont raised its profile in India by collaborating with others to bring sustainable innovation to help India grow.


Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.


Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.


Nick Radley and Greg Phitidis, Institute of Practitioners in Advertising, Gold, Small Budget, IPA Effectiveness Awards, 2014

This case study demonstrates how Pancreatic Cancer Action (PCA) publicised the symptoms of pancreatic cancer in the UK, in order to improve the chance of early diagnosis.


Matt Jones, Emily Harlock, Craig Mawdsley and Marie Oldham, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.


Richard Storey and Katarina Tencor, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Public Health England, the national health body, addressed the anxieties surrounding cancer in order to drive people to seek help earlier in the cycle when the disease is easier to treat.


Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

WARC RECOMMENDS


WARC BRIEFING

Newspapers

An overview of using newspapers for marketing


RECOMMENDED CASES

Newspapers

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


CASE STUDY

Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness