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Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Case Study

This case study describes how New Zealand insurance company, Tower Insurance, took a multichannel approach and used Valentine's Day to change brand perceptions.

Case Study

This case study looks at how Checkers & Rally's, a quick service restaurant, took on Burger King with humour and a hashtag to hijack the latter's multimillion dollar hotdog launch in the US.

Case Study

This case study explains how Audi, the car company, showed Japanese car buyers that its A3 model was not too big for their small parking spaces with a life-size poster and augmented reality.

News

LONDON: Regional publishers in the UK have warned of "the dangers of blind programmatic ad buying" as they make a play for national advertisers' digital spending in the wake of the brand safety issues that have engulfed YouTube.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

News

LONDON: Newspapers may have their problems regarding falling print circulation, but newsbrands still command extensive reach via digital platforms, offer a trusted environment for brands and can significantly boost ROI, an industry figure argues.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Research Paper

This study for Newsworks, the UK body representing newbrands, explores consumer purchase decision journeys across the multitude of devices and sources that modern buyers consult, in order to shed light on where newsbrands can slot into the media mix in order to influence decisions.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Case Study

This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.

Case Study

This case study demonstrates how AIA Singapore, a leading insurance company, launched a first-in-market wealth accumulation product that combined both savings and investment components in one single plan.

Case Study

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

Article

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.

Case Study

This case study looks at a Paraguayan campaign from Robert Tailor's shop to raise awareness of the political reality and the outrageousness of corruption, by positioning the brand as an ally of the people.

Case Study

This case study describes how the American chocolate bar Snickers' "You're Not You When You're Hungry" campaign reinvigorated a classic brand and became part of the public consciousness.

Article

This event report looks at a research project examining the role of newspapers in a digital environment.

Case Study

This case study explains how the British Institute, the body for the promotion of the English language overseas, ran a campaign in Italy to increase registrations to courses.

Case Study

This case study shows how Mawbima, one of Sri Lanka's most important national newspapers, saw an opportunity at the Sinhala and Tamil New Year – a festival of equal significance to both majority Sinhalese and Tamils – to bring them together by creating a unique plate covering that encouraged sharing amongst the two races.

Case Study

This case study describes how Grape-Nuts contemporized its brand by repositioning itself as the healthy cereal offering power-packed nutrition for active Canadian adults.

Case Study

This case study describes how OREO, the US biscuit company, increased sales through real-time digital activation of its 'Eclipse' campaign.

Case Study

This case study demonstrates how Harrison's fund, a charity that funds research into Duchenne Muscular Distrophy (DMD), generated attention and debate with one press ad.

Case Study

This case study shows how IBM used its largely unknown role at the Wimbledon tennis championships to grab its audience's attention through a data-driven game.

Case Study

This case study shows how the Australian Institute of Management (AIM) increased its revenues with a small marketing budget by getting more Australians to take AIM courses and more organisations to outsource learning and development to AIM.