NMA Stands By Research In Face Of RAB Doubts
The Newspaper Marketing Agency has stood by claims made in recent research that newspaper advertising can double brand commitment, despite wide-ranging criticism of its methodologies by the Radio Advertising Bureau.
The RAB had claimed that the methodology used by the NMA in its Measuring Advertising Effectiveness of Newspapers study was unsuitable and has resulted in radio broadcasters being shown in a poor light (see Research Claims Newspaper Ads Double Brand Commitment).
However, in a statement to NewsLine, Maureen Duffy, chief executive of the NMA, said: “We stand by the results and methodology of this study, which shows the dramatic effects which newspaper advertising can have. The study has been conducted to exacting standards by leading practitioners such as Hall and Partners and Tim Broadbent.”
She added: “The results published in December are the second stage of a three stage work programme. The third stage, which will measure the effectiveness of real campaigns using £10 million of advertising space donated by newspapers has just got underway and we look forward to publishing the results later in the year.”
The RAB claims that, as the NMA study was a lab-test rather than a real world test, every claim based on its findings raises the question “what would this mean in the real world?” The advertiser body also notes that respondents’ exposure to the various media in the test was forced. Amongst several claims, the RAB states that this forced exposure will produce a favourable effect on the brand commitment scores for newspaper advertisements, which are often skipped over or missed completely if a reader does not read the appropriate section (see NewsLine).
As stated by Maureen Duffy, the NMA is due to release the next phase of its research early this year, using new metrics to measure newspaper advertising campaigns in the market and provide what the Agency claims will be final proof of effectiveness.
As part of the study’s third phase, the NMA is asking companies to partner its research, with national newspapers investing heavily by providing advertising space worth £10 million free to advertisers who take part. Tests on the campaigns involved will run from this month (see Research Claims Newspaper Ads Double Brand Commitment).
Newspaper Marketing Agency: 020 7182 1700 www.nmauk.co.uk RAB: 020 7306 2500 www.rab.co.uk
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