Description
The report about factors that affecting newspaper advertising.
FACTORS INFLUENCING
EFFECTIVENESS: VOLUME II
Canadian & International Data
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“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”
- David Ogilvy, Ogilvy on Advertising
The best generals review all the available information before deciding how to attack.The Canadian Newspaper Association (CNA) has prepared this booklet for Canada’s Media and Advertising Generals - the people who lead their clients and brands to battle. To provide a clear picture, CNA asked Totum Research to review not just one study but many studies on daily newspaper effectiveness from around the world. Almost half of the studies are North American, meaning that conclusions are very relevant. A detailed listing of all the surveys included is found in the appendix.
COUNTRY
Canada U.S.A. U. K. Germany Netherlands Denmark Norway Sweden Australia Unknown TOTAL
Advertising campaigns are best planned with up-to-date field information. New data provides the latest picture and when this is combined with a historical picture, important trends can be identified. Totum Research conducted fresh Canadian research on behalf of the CNA. It was undertaken in Hamilton, Ontario in February 2004.The survey was conducted with 300 daily newspaper readers (3 matching samples of 100 each) in a mall intercept format. Matching samples, with identical gender & age profiles, allowed for a test and control situation. Males and females were surveyed equally.The methodology used is comparable to that employed in reading and noting studies.The sample size used is similar to those typically used in Starch and other research studies included in this summary booklet. As the sample size is relatively small, this survey research is meant to be directional.The test group had a margin of error of +/- 4% and the control group had a margin of error of +/- 5.7%. In reviewing this booklet, please note: Studies varied in their methodologies: A variety of methods for collecting data were used: Reading & Noting: Readers of yesterday’s newspaper were asked to go through the paper, page by page, pointing out all items they had seen.When ads were identified, the respondents were asked whether they were noted or read. Page Traffic: Readers of yesterday’s newspaper were asked to go through the paper page by page pointing out which pages they had seen. Eye-camera: Readers of the test newspaper were asked to read the newspaper “in the manner they normally would” while an eye-camera measured the movement of their eyes on the pages. Studies based on actual sales data were also included.
NUMBER OF STUDIES
11 11 + book 8 3 3 + book 1 4 4 1 3 49 + 2 books
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Executive Summary of the Results
Indexes have been used: A simple way to compare data from different studies is to use indexes. Indexes show the relationship between data where the raw data may be vastly different. When indexing data, one element is assigned the value of 100.The other element(s), that are to be compared, are then assigned a value based on their relationship to the one with a value of 100. Values greater than 100 over-index (i.e. more effective) and values less than 100 under-index (i.e. less effective). As an example, a black &white ad was noted by 6 of 12 people and a colour ad was noted by 8 of 12. By allocating the value of 100 to the black & white ad, the relationship to the colour ad can be calculated. In this case it would be 133 (8 divided by 6 multiplied by 100). Not all studies contained the same data: In most cases, general data was available but detailed breakouts (e.g. data split into male vs. female) were not always presented.This has limited the information that we were able to provide. Not all variables were included: In some cases, we had unreliable data (e.g. only old studies or too few studies for a particular variable). If the impact of the variable was unclear, we excluded it.
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Below is a brief overview of the main conclusions of this analysis:
Section 1: Effect of Ad Elements
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Size • Ad noting increases as size increases – these results do not vary by gender • Larger ads are more impactful in Canada • Impact of size is the same for colour and black and white ads (i.e. colour builds noting further) • Based on international studies, buying almost a page (70-90% of a page), does not appear as effective as buying a full page Size impact has decreased since the 60s but has held steady over the past 15 years • Colour • Ad noting increases with colour - using full colour increases ad noting by 34% • The impact of colour appears to have grown in recent years • Colour increases ad noting for both genders but particularly for women Vertical vs. Horizontal vs. Unusual format • Ads in a vertical format are noted somewhat more Image vs. Sales ads • Newspapers are effective for image building and sales Creative Criteria for Building Newspaper Ads • Copy readership increases when it is below or to the right of illustrations • For black & white and colour ads…the larger the picture, the more an ad is noted • Items in the top left of an ad are seen more than those in other positions
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The product and the creative have a major impact on ad readership: These two elements are beyond control of the media used but are key in terms of consumer interest levels. Separating the impact of the variables: The 2004 Canadian data is unique in that elements, such as size and colour, have been isolated to determine their impact.
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For the Generals planning their next campaign, we encourage you to consider the signals. There has been a rapid change in the media landscape. For newspapers, this means content spread across both e-formats as well as print. Newspapers remain the key information source for a vast number of Canadians each day.The research presented here demonstrates that newspaper advertising is effective! Choose your weapons and include newspapers in your winning campaign.
Section 2: Impact of Product Categories
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Men and Women express interest in different product categories
Suzanne Raitt Marketing General Canadian Newspaper Association
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Section 3: Impact of Positioning
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Section 4: Combination Studies
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Right vs. left pages • Overall, there is no difference between right and left pages • There is slight gender bias – Men to the Left and Women to the Right Top half vs. Bottom half of page • Ads on the bottom of the page are noted slightly more than those on the top Gutter vs. Outside • There is no difference in readership of ads on the inside vs. the outside of the page
When a combination of Colour, Frequency and Size variables are used, the advantages multiply
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Section 5: Proof that Newspaper Advertising Works
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NOTE: The following three sections are based on the 2004 Canadian study. The findings are directional as the sample used was relatively small.
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Newspaper Ad Influence • Consumers pay more attention to newspaper ads than to ads in other media • Consumers are receptive to newspaper advertising • Consumers state that newspapers come second only to their spouse when it comes to influencing their thought and action Campaign Length • Campaigns of 10 weeks or longer increase awareness of the ads by 27% more than campaigns that are less than 10 weeks in length • Sales are also increased on average 18%, with one brand achieving a 38% lift, with sustained advertising
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Impact of banner ads on front page vs. Inside pages • In most sections, banner ads on the front page of a section are read more than banner ads inside the section Impact of back cover vs. Inside pages • Readership of ads on the back over and inside sections differs depending on the section • Men are most likely to read ads on the back of the Sports or Classified section while women are most likely to read ads on the back of the Classified section Inside main section vs. inside other sections • Ads in the main section and other sections are read to almost the same extent • When the main and the sports sections are compared, women are more likely to see ads in the main section while men are more likely to see them in the sports section
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Section 1: Effect of Ad Elements
Size
Ad noting increases as size increases.
AD SIZE AS % OF FULL PAGE Country Canada Year 1963/4 1979 1980 1980-3 1985 1993 2004 Average Canada Australia Germany 1996 1980-2001 1991-2000 Holland 1965-1970 1966 1985 2000 Sweden 1968 2004 UK USA Average All Studies 1997 1999 68 79 70 77 63 97 86 91 91 77 78 106 111 103 124 112 139 64 59 68 61 65 85 88 85 n/a 71 n/a 10 15 67 65 63 83 73 72 81 71 76 71 100 96 91 90 86 93 100 106 100 113 135 130 121 247 117 125 139
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Canadian results are similar to international patterns – but larger ads are MORE impactful in Canada.
30 109 94 96 92 80 40 144 128 129 125 99 50 185 159 154 156 137 121 99 94 125 144 91 102 104 99 115 127 112 109 102 102 123 117 128 120 106 114 145 Time Period 1960-1969 1970-1989 1990-1999 2000-2004 10 n/a n/a 68 n/a 15 67 71 76 65 20 n/a n/a 63 79 25 n/a n/a 83 86 124 137 131 121 n/a n/a n/a n/a 60 70 80 90 100 237 159 164 163
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AD SIZE AS % OF FULL PAGE Country Average Canada Average All Studies 10 n/a 68 15 71 70 20 n/a 77 25 76 86 30 94 91 40 125 111 50 144 124 60 n/a 112 70 n/a 139 80 n/a 130 90 n/a 121 100 161 148
111 148 143 161 126 156
The range of results from international studies suggests there may not be a straight-line relationship between a half page and full page. Furthermore, buying almost a page (70-90% of a page), does not appear as effective as buying a full page.
While larger ads have a bigger impact – the impact has decreased since the 60s but has held steady over the last 15 years
AD SIZE AS % OF PAGE 30 109 91 91 103 40 144 120 92 104 50 185 152 105 106 60 n/a n/a 100 123 70 n/a n/a n/a 123 80 n/a n/a 124 138 90 n/a n/a n/a 121 100 237 149 135 139
148
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The impact of size is similar for men and women. The impact of page size is the same for both colour and black and white ads (i.e. colour builds noting further) - German study 1991-2000 Retail and service ads also respond in the same way to an increase in size – German study 1991-2000 All results are based on reading and noting studies.
The impact of ads 30% of a page or smaller has remained relatively steady over time. Those 40% of a page or larger has decreased vs. 45 years ago but over the last 15 years, the impact has remained consistent.
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Colour
Colour increases the amount an ad is noted and read.
COUNTRY
Canada
Colour increases readership by about 34%.
B&W
100 100 100 100 100 100 100
YEAR
1979 1980 1980-83 1985 1993 2004
METHOD
Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting
COLOUR
117 121 114 115
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RECENT STUDIES
Country Canada Other countries Year 2004 2000+ Method Reading & Noting Reading & Noting B/W 100 100 Colour 134 137
123 134
The impact of colour is about the same in Canada as in other countries.
Average Canada Australia Germany Unknown 1980-2001 2000 Netherlands Sweden U.K. 2000 2004 2002 2002-03 Unknown USA 1966 1999 Average All Studies Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Eye camera Reading & Noting Reading & Noting
150
121
130
134
137
100 100 100 100 100 100 100 100 100 100 100
153 156 148 135 113 125 142 160 152 120
Reading and Noting Index
110 90 70 50 30 10 -10
100
100
Impact of colour appears to have grown in recent years.
133
TIME PERIOD
1960-1969
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B/W
100 100 100 100
ALL STUDIES COLOUR
152 134 122 136
CANADA COLOUR
NA 117 123 134
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The surveys are unanimous – colour ads are more likely to attract attention than black and white ones. The advantage ranged from 13% to 60%.
1970-1989 1990-1999 2000-2004
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In both Canada and internationally, initially the advantage of colour fell off, but since 1999, it has become more effective. Presses have become better at reproducing colour in recent years and this may have had a positive impact on the effectiveness of colour. For many newspapers, there are more colour ad units available than ever before. This chart demonstrates the effectiveness of a colour investment.
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Colour (continued)
Colour increases ad noting for both genders but particularly for women.
COLOUR BY GENDER AND OVER TIME Country Canada Year 1979 1980 1980-83 2004 Average Germany* 1980-2001 Reading & Noting Method Reading & Noting Reading & Noting Reading & Noting Reading & Noting B&W 100 100 100 100 100 100 Colour - All 117 121 114 134 122 156 Colour- Men 108 114 105 126 113 156 Colour -Women 130 131 124 142 132 159
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Image and Sales Ads
Newspapers are effective for image building and sales.
COUNTRY
Canada-All readers Canada-In-the-market*
METHOD
Reading & Noting Reading & Noting
IMAGE
100 155
PRICE/ITEM
123 173
SALES
135 209
* In-the-market means consumers are looking to purchase the advertised category.
Results based on a 1993 Canadian study
Creative Criteria for Building Newspaper Ads
Copy readership increases when it is below or right of illustrations.
POSITION Copy below illustration Copy right of illustration Copy above illustration Copy left of illustration
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* Numbers have been rounded ? ? ?
Colour is read & noted more among women than men in Canada. The greater impact of colour on women has always existed. The 2004 Canadian survey suggests that the impact of colour has grown for both genders in recent years.
INDEX 110 102 98 92
150 140 130 120 110 100 90 80 1979 1980 19 80-83 20 04 Men Women
Results from a 1980 USA eye-camera study and supported by recent Starch research.
The larger the picture, the more an ad is noted.
SIZE OF PICTURE Colour B&W
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SMALL 100 100
MEDIUM 125 130
LARGE 168 183
Vertical vs. Horizontal vs. Unusual ads
Vertical ads were noted somewhat more than horizontal ones.
COUNTRY
Germany USA Average
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Results based on a USA study
Items in the top left of an ad are seen more than those in other positions.
POSITION INDEX 121 101 82 96
YEAR
1980-2001 1966
METHOD
Reading & Noting Reading & Noting
HORIZONTAL
92 89 91
VERTICAL
106 108 107
UNUSUAL
88 n/a 88
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Upper Left Upper Right Lower Left Lower Right
Although only two surveys covered this factor, little has changed over time.
Results from a 1980 USA eye-camera study and supported by Gutenberg principles.
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Section 2: Impact of Product Category
Product Category
Men and Women express interest in different product categories.
SELECTED NEWSPAPER PRODUCT CATEGORIES RANKED IN TERMS OF CONSUMER AD INTEREST All Available Studies Men Women 1. Retail* 2. Appliances 3. Government/ Utilities 4. Jewellery 5. Food 6. Clothing/Shoes 7. Finance 8. Furniture 9. Automotive 10. Travel
* Retail not available by gender
Section 3: Impact of Positioning
Left vs. Right Hand Pages
There is little difference between left hand and right hand pages.
COUNTRY
Canada
YEAR
1985 1993 2004
METHOD
Reading & Noting Reading & Noting Reading & Noting
LEFT
100 100 100 100
RIGHT
112 100 99 104 100 100 102 102 100 100 104 132 101 100 98 104
1. Government/ Utilities 2. Automotive 3. Finance 4. Food 5. Travel 6. Appliances 7. Clothing/Shoes 8. Furniture 9. Jewellery
1. Food 2. Jewellery 3. Clothing/Shoes 4. Appliances 5. Furniture 6. Government/ Utilities 7. Travel 8. Finance 9. Automotive Sweden U.K. Average Canada Australia Denmark Norway
1997 n/a 2001 2002 n/a 2001 2002 n/a
Reading & Noting Eye camera Reading & Noting Reading & Noting Eye camera Eye camera Reading & Noting Eye camera Reading & Noting Reading & Noting Reading & Noting
100 100 100 100 100 100 100 100 100 100 100 100
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Product interest is incredibly different by gender. The Men’s top three are government/utilities, automotive and finance. The Women’s top three are completely different – food, jewellery and clothing/shoes. “All Available Studies” is the average of all the studies with data by category. Men and Women are the average of the studies that broke out the data by gender.
Unknown USA
1961-67 1966 1999
Average All Studies
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While the Canadian 1985 study indicates a preference for right-hand pages, its results came from three newspapers and a small number of ads.The types of ads appearing on the left and right-hand pages may have influenced the results. The Canadian data with respect to the influence of ad placement on left or right-hand pages are similar to those of other countries. There also appears to have been little change in these results over time.
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Left vs. Right Hand Pages (continued)
Recent studies also show no difference.
COUNTRY Canada USA Other Countries
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Top half vs. bottom half of page
Ads in the Bottom Half are noted on average 12% more.
LEFT 100 100 100 RIGHT 99 98 102
COUNTRY Canada USA Average YEAR 1993 1999 TOP HALF 100 100 100 BOTTOM HALF 124 112 112
YEAR 2004 1999 2000+
METHOD Reading & Noting Reading & Noting Reading & Noting
With respect to left vs. right-hand pages, the most recent studies indicate no difference between Canada and other countries.
There is a slight gender bias – Men to the Left and Women to the Right.
COUNTRY Canada YEAR 1985 2004 Average Canada Australia Average All Studies
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Gutter vs. outside
107 114 111 100 107
COUNTRY Canada USA YEAR 1993 1999 OUTSIDE 100 100 100 GUTTER 100 108 103
METHOD Reading & Noting Reading & Noting
LEFT 100 100 100
RIGHT MEN RIGHT WOMEN 96 93 95 100 96
There is no difference between ads on the outside of the page and ads next to the gutter.
1997
Reading & Noting
100 100
The two Canadian studies’ findings are consistent. Furthermore, the 2004 study controlled the other elements (such as size and colour) therefore these differences are likely valid.
Reading and Noting Index
Average
Men
150 Left 100 100 100 100 96 100 93 Right
50
0 Australia Canada 1985 Canada 2004
Women
150 Reading and Noting Index 130 110 90 70 50 30 10 -10 Australia Canada 1985 Canada 2004 100 100 100 107 114 100 Left Right
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NOTE: The following three sections are based on the 2004 Canadian study. The findings are directional as the sample used was relatively small.
Men and women have similar responses to ads on back pages vs. inside sections.
MEN Section Any section Back 101 103 95 110 95 108 Inside 100 100 100 100 100 100 Back 99 106 85 110 95 131 WOMEN Inside 100 100 100 100 100 100
Impact of banner ads on front page vs. inside pages
In most sections, banner ads on the front page of a section are read more than banner ads inside the section
SECTION Any section Main Entertainment
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Any section excl. main Main Sports Entertainment Classified
FRONT PAGE 103 82 121
INSIDE 100 100 100
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Results are based on a 2004 Canadian study. For the sports and classified sections, both men and particularly women are more likely to see ads on the back cover.
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Results are based on a 2004 Canadian study. Results appear to vary by section but sample variability may account for some of this. It may be that for the front section news is more important to readers than ads. More research is required for a definitive answer. In the entertainment section, the banner is more effective on the front page of the section rather than inside.
Inside main section vs. inside other sections
Ads in the main section and other sections are read to almost the same extent.
LOCATION Main Section Any other section INDEX 100 95
Impact of back cover vs. inside pages
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Results are based on a 2004 Canadian study.
Readership of ads on the back cover and inside the sections differs depending on the section.
SECTION Any section Any section excl. main Main Sports Entertainment Classified
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BACK COVER 99 104 91 110 95 117
INSIDE 100 100 100 100 100 100
When the main and the sports sections are compared, women are more likely to see ads in the main section while men are more likely to see them in the sports section.
SECTION Main Sports
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MEN 100 143
WOMEN 100 48
Results are based on a 2004 Canadian study.
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Results are based on a 2004 Canadian study Results appear to vary by section but sample variability may account for some of this. For the sports and classified sections of a newspaper, ads on the back cover are read slightly more than ads on the inside pages.
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Section 4: Combination Studies
Colour + Frequency
When combinations of variables are used, the advantages are multiplied.
INDEX Less than half in colour, Less than 1 ad/week Half (or more) in colour, 1 or more ads/week
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Section 5: Proof that newspaper advertising works
Newspaper Ad Influence
Consumers pay more attention to newspaper ads.
Usually pay attention to the ads (% who agree strongly)
25 20 15 14% 12% 6% 22%
100 227
16%
Results based on a 2002/03 UK study. When ads appear once (or more) a week and at least half of them are in colour, ad campaign noting more than doubles.
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10 5 0 Newspaper TV Radio
On-line
Magazines
Results based on a 2003 US study presented by Knowledge Networks
Colour + Size
Adding colour and increasing page size can triple ad noting.
INDEX Less than half in colour, Less than a full page/ week Half (or more) in colour, Full page or more per week
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Consumers are more receptive to newspaper advertising.
Receptivity to Advertising (Range from 1.6 to 4)
4 3 3 2.7 2.6 2.5 2.9
100 272
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Results based on a 2002/03 UK study. When ads appear as a full page per week or more and at least half of them are in colour, ad campaign noting nearly triples as compared to when they are smaller than a full page per week and less than half are in colour.
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1
0 Newspaper TV Radio On-line Magazines
Results based on a 2003 US study presented by Knowledge Networks
Frequency + Size
Larger ads placed more frequently increase ad noting.
INDEX Less than 1 ad/week, Less than a full page per week 1+ ads per week, Full page (or more) per week
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Consumers state that newspapers come second only to their spouse when it comes to influencing their thought and action.
RANK 1 2 3 CONSUMERS INDICATE THEIR INFLUENCERS Spouse Newspapers Children Parents Colleagues Other media (TV, magazines, radio, etc.)
100 149
Results based on a 2002/03 UK study. When ads appear at least once a week and are a full page or larger, they are seen by 50% more people than if they were smaller than a full page and ran less than once a week.
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4 5 6
Sourced from Admap (World Advertising Research Centre), 2001
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Appendix – A complete list of studies included Campaign Length
Country CANADA Year Undated 1961-1967 1963-1964 1965 1979 1980-1983 1980 1985 1993 1999 2004 Undated 1961-1962 1966 1969 1977 1980 1985 1987 1989 1993 1993 1999 2003 1996 2002 1991-2000 2000 1981-2001 Survey/Report/Article/Book Title Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch - Three Newspaper Study Newspaper Effectiveness Study – Newspaper Marketing Bureau 3 Starch Surveys Canadian Newspaper Association Ad Effectiveness Study ACR Article: Effects of Picture Size & Colour on Brand Attitude Responses in Print Ads Position & Timing as Factors in Newspaper Ad Readership (MMN-Starch Program) Daniel Starch: Measuring Advertising Readership and Results (Book) What can one newspaper do? Newspaper ad communication and sales results-Advertising Bureau NAB (Newspaper Advertising Bureau):The Audience for Newspaper Advertising JAR Article: Scanning Ads - Effects of Position and Arousal Potential Sales Effectiveness of Direct Mail, ROP and Inserts (Elrick & Lavidge Inc.) RAC (Response Analysis Corporation): How Consumers read and use Newspaper Advertising Daily Newspaper Page Opening: Pages and Sections usually read – SMRB JAR Article: National Advertising's Payout JAR Article: Study of National Advertising's Payout: Image Ads in Newspaper ROP NAA: How to Win and Hold Customer's Attention “How Consumers Use Media”, Knowledge Networks Frequently Asked Questions About Newspaper Advertising in Australia QRP Page Traffic Study ZMG: Noting of Advertisements in Daily Newspapers - analysis of a copy Test databank Stern ARGUS:Wie wirken Anzeigen? (How do advertisements work?) BILD Regional Copy Tests (A series of studies compiled as a summary) NIPO for Het Parool - average recognition scores Cebuco: “Green Dag (1966); Dagbladen binnen bereik” 1985 JAR Article: Sales Effects of Print Ads Giep Franzen - Advertising Effectiveness: Findings from empirical research (book) Advertisers want more and more complicated research:What can we deliver? (PCM Publishers) JAR Article: Factors Moderating Advertising Effectiveness as Reflected in 333 Tested Ads Page Traffic for Local Newspapers in Norway - TNS Gallup Ad Traffic in Local Newspapers - TNS Gallup QRP Page Traffic Study Newspapers are Twice as Good and Ad Readership Higher than Thought, Lief Widman Media/Scope article: As Size Matches Readership in Newspaper Test Daily Reach Using SMS or People Meter for Newspapers by Lena Vogelius & Lief Widman World Newspaper Advertising Conference-Unveiling the Value of Newspaper Advertising Colour Works - eye camera and hall tests (Presentation: Eamonn Byrne & Jim Chisholm) Effective advertising is profitable advertising (Presentation: Eamonn Byrne & Jim Chisholm) Why Newspaper Advertising? (Presentation: Eamonn Byrne & Jim Chisholm) Ads At Work - The Newspaper Society AIM (Advertising Impact Measure) Interview.NSS Admap (World Advertising Research Centre), “Focus of Confidence:Your Daily Newspaper” New premiums and new discounts for newspaper advertisers – Billets Billets - study report for above presentation Conversion Study: Investigating Effectiveness of Advertising in Local Press-Newspaper Society Key Facts about Newspapers and Advertising (MMN-Starch Program) Key Facts about Newspapers and Advertising (Newspaper Marketing) Key Facts about Newspapers and Advertising (Audits and Surveys Inc.)
Campaign length has a positive effect on advertising awareness.
CAMPAIGN LENGTH Up to 10 weeks More than 10 weeks
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AWARENESS UPLIFT INDEX 100 127
U.S.A.
Results are based on a 2002/03 UK study. In this chart, the awareness lift in the first 10 weeks was indexed to 100. This demonstrates that consumer awareness was boosted 27% by extending the newspaper campaign beyond 10 weeks.
AUSTRALIA
Newspaper advertising built sales on average 18% after 11 weeks with one brand achieving a 38% sales lift.
SALES Sales at start Sales at 11 weeks – average for all brands Sales at 11 weeks – Cookies
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DENMARK GERMANY
100 118 138
NETHERLANDS 1965-1970 1966-1985 1971 1994 2000 NORWAY 1991 2001 2002 2002 Undated 1968 2001-2002 2004 Undated - recent Undated - recent Undated - recent 1997 1998 2001 2002 2002 2002-2003 1961-1967 1980 1982
Based on a 1993 US study conducted using grocery store scanners to track the sales generated by newspaper advertising for 4 packaged goods products: Cookies, Cat food, Drinks and Pasta.
SWEDEN
U.K.
OTHER
890 Yonge St., Suite 200 Toronto, Ontario M4W 3P4 Tel: 416-923-3567 Fax: 416-923-7206 www.cna-acj.ca
doc_143546791.pdf
The report about factors that affecting newspaper advertising.
FACTORS INFLUENCING
EFFECTIVENESS: VOLUME II
Canadian & International Data
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“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”
- David Ogilvy, Ogilvy on Advertising
The best generals review all the available information before deciding how to attack.The Canadian Newspaper Association (CNA) has prepared this booklet for Canada’s Media and Advertising Generals - the people who lead their clients and brands to battle. To provide a clear picture, CNA asked Totum Research to review not just one study but many studies on daily newspaper effectiveness from around the world. Almost half of the studies are North American, meaning that conclusions are very relevant. A detailed listing of all the surveys included is found in the appendix.
COUNTRY
Canada U.S.A. U. K. Germany Netherlands Denmark Norway Sweden Australia Unknown TOTAL
Advertising campaigns are best planned with up-to-date field information. New data provides the latest picture and when this is combined with a historical picture, important trends can be identified. Totum Research conducted fresh Canadian research on behalf of the CNA. It was undertaken in Hamilton, Ontario in February 2004.The survey was conducted with 300 daily newspaper readers (3 matching samples of 100 each) in a mall intercept format. Matching samples, with identical gender & age profiles, allowed for a test and control situation. Males and females were surveyed equally.The methodology used is comparable to that employed in reading and noting studies.The sample size used is similar to those typically used in Starch and other research studies included in this summary booklet. As the sample size is relatively small, this survey research is meant to be directional.The test group had a margin of error of +/- 4% and the control group had a margin of error of +/- 5.7%. In reviewing this booklet, please note: Studies varied in their methodologies: A variety of methods for collecting data were used: Reading & Noting: Readers of yesterday’s newspaper were asked to go through the paper, page by page, pointing out all items they had seen.When ads were identified, the respondents were asked whether they were noted or read. Page Traffic: Readers of yesterday’s newspaper were asked to go through the paper page by page pointing out which pages they had seen. Eye-camera: Readers of the test newspaper were asked to read the newspaper “in the manner they normally would” while an eye-camera measured the movement of their eyes on the pages. Studies based on actual sales data were also included.
NUMBER OF STUDIES
11 11 + book 8 3 3 + book 1 4 4 1 3 49 + 2 books
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Executive Summary of the Results
Indexes have been used: A simple way to compare data from different studies is to use indexes. Indexes show the relationship between data where the raw data may be vastly different. When indexing data, one element is assigned the value of 100.The other element(s), that are to be compared, are then assigned a value based on their relationship to the one with a value of 100. Values greater than 100 over-index (i.e. more effective) and values less than 100 under-index (i.e. less effective). As an example, a black &white ad was noted by 6 of 12 people and a colour ad was noted by 8 of 12. By allocating the value of 100 to the black & white ad, the relationship to the colour ad can be calculated. In this case it would be 133 (8 divided by 6 multiplied by 100). Not all studies contained the same data: In most cases, general data was available but detailed breakouts (e.g. data split into male vs. female) were not always presented.This has limited the information that we were able to provide. Not all variables were included: In some cases, we had unreliable data (e.g. only old studies or too few studies for a particular variable). If the impact of the variable was unclear, we excluded it.
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Below is a brief overview of the main conclusions of this analysis:
Section 1: Effect of Ad Elements
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Size • Ad noting increases as size increases – these results do not vary by gender • Larger ads are more impactful in Canada • Impact of size is the same for colour and black and white ads (i.e. colour builds noting further) • Based on international studies, buying almost a page (70-90% of a page), does not appear as effective as buying a full page Size impact has decreased since the 60s but has held steady over the past 15 years • Colour • Ad noting increases with colour - using full colour increases ad noting by 34% • The impact of colour appears to have grown in recent years • Colour increases ad noting for both genders but particularly for women Vertical vs. Horizontal vs. Unusual format • Ads in a vertical format are noted somewhat more Image vs. Sales ads • Newspapers are effective for image building and sales Creative Criteria for Building Newspaper Ads • Copy readership increases when it is below or to the right of illustrations • For black & white and colour ads…the larger the picture, the more an ad is noted • Items in the top left of an ad are seen more than those in other positions
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The product and the creative have a major impact on ad readership: These two elements are beyond control of the media used but are key in terms of consumer interest levels. Separating the impact of the variables: The 2004 Canadian data is unique in that elements, such as size and colour, have been isolated to determine their impact.
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For the Generals planning their next campaign, we encourage you to consider the signals. There has been a rapid change in the media landscape. For newspapers, this means content spread across both e-formats as well as print. Newspapers remain the key information source for a vast number of Canadians each day.The research presented here demonstrates that newspaper advertising is effective! Choose your weapons and include newspapers in your winning campaign.
Section 2: Impact of Product Categories
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Men and Women express interest in different product categories
Suzanne Raitt Marketing General Canadian Newspaper Association
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Section 3: Impact of Positioning
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Section 4: Combination Studies
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Right vs. left pages • Overall, there is no difference between right and left pages • There is slight gender bias – Men to the Left and Women to the Right Top half vs. Bottom half of page • Ads on the bottom of the page are noted slightly more than those on the top Gutter vs. Outside • There is no difference in readership of ads on the inside vs. the outside of the page
When a combination of Colour, Frequency and Size variables are used, the advantages multiply
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Section 5: Proof that Newspaper Advertising Works
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NOTE: The following three sections are based on the 2004 Canadian study. The findings are directional as the sample used was relatively small.
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Newspaper Ad Influence • Consumers pay more attention to newspaper ads than to ads in other media • Consumers are receptive to newspaper advertising • Consumers state that newspapers come second only to their spouse when it comes to influencing their thought and action Campaign Length • Campaigns of 10 weeks or longer increase awareness of the ads by 27% more than campaigns that are less than 10 weeks in length • Sales are also increased on average 18%, with one brand achieving a 38% lift, with sustained advertising
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Impact of banner ads on front page vs. Inside pages • In most sections, banner ads on the front page of a section are read more than banner ads inside the section Impact of back cover vs. Inside pages • Readership of ads on the back over and inside sections differs depending on the section • Men are most likely to read ads on the back of the Sports or Classified section while women are most likely to read ads on the back of the Classified section Inside main section vs. inside other sections • Ads in the main section and other sections are read to almost the same extent • When the main and the sports sections are compared, women are more likely to see ads in the main section while men are more likely to see them in the sports section
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Section 1: Effect of Ad Elements
Size
Ad noting increases as size increases.
AD SIZE AS % OF FULL PAGE Country Canada Year 1963/4 1979 1980 1980-3 1985 1993 2004 Average Canada Australia Germany 1996 1980-2001 1991-2000 Holland 1965-1970 1966 1985 2000 Sweden 1968 2004 UK USA Average All Studies 1997 1999 68 79 70 77 63 97 86 91 91 77 78 106 111 103 124 112 139 64 59 68 61 65 85 88 85 n/a 71 n/a 10 15 67 65 63 83 73 72 81 71 76 71 100 96 91 90 86 93 100 106 100 113 135 130 121 247 117 125 139
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Canadian results are similar to international patterns – but larger ads are MORE impactful in Canada.
30 109 94 96 92 80 40 144 128 129 125 99 50 185 159 154 156 137 121 99 94 125 144 91 102 104 99 115 127 112 109 102 102 123 117 128 120 106 114 145 Time Period 1960-1969 1970-1989 1990-1999 2000-2004 10 n/a n/a 68 n/a 15 67 71 76 65 20 n/a n/a 63 79 25 n/a n/a 83 86 124 137 131 121 n/a n/a n/a n/a 60 70 80 90 100 237 159 164 163
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25
AD SIZE AS % OF FULL PAGE Country Average Canada Average All Studies 10 n/a 68 15 71 70 20 n/a 77 25 76 86 30 94 91 40 125 111 50 144 124 60 n/a 112 70 n/a 139 80 n/a 130 90 n/a 121 100 161 148
111 148 143 161 126 156
The range of results from international studies suggests there may not be a straight-line relationship between a half page and full page. Furthermore, buying almost a page (70-90% of a page), does not appear as effective as buying a full page.
While larger ads have a bigger impact – the impact has decreased since the 60s but has held steady over the last 15 years
AD SIZE AS % OF PAGE 30 109 91 91 103 40 144 120 92 104 50 185 152 105 106 60 n/a n/a 100 123 70 n/a n/a n/a 123 80 n/a n/a 124 138 90 n/a n/a n/a 121 100 237 149 135 139
148
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The impact of size is similar for men and women. The impact of page size is the same for both colour and black and white ads (i.e. colour builds noting further) - German study 1991-2000 Retail and service ads also respond in the same way to an increase in size – German study 1991-2000 All results are based on reading and noting studies.
The impact of ads 30% of a page or smaller has remained relatively steady over time. Those 40% of a page or larger has decreased vs. 45 years ago but over the last 15 years, the impact has remained consistent.
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Colour
Colour increases the amount an ad is noted and read.
COUNTRY
Canada
Colour increases readership by about 34%.
B&W
100 100 100 100 100 100 100
YEAR
1979 1980 1980-83 1985 1993 2004
METHOD
Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting
COLOUR
117 121 114 115
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RECENT STUDIES
Country Canada Other countries Year 2004 2000+ Method Reading & Noting Reading & Noting B/W 100 100 Colour 134 137
123 134
The impact of colour is about the same in Canada as in other countries.
Average Canada Australia Germany Unknown 1980-2001 2000 Netherlands Sweden U.K. 2000 2004 2002 2002-03 Unknown USA 1966 1999 Average All Studies Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Reading & Noting Eye camera Reading & Noting Reading & Noting
150
121
130
134
137
100 100 100 100 100 100 100 100 100 100 100
153 156 148 135 113 125 142 160 152 120
Reading and Noting Index
110 90 70 50 30 10 -10
100
100
Impact of colour appears to have grown in recent years.
133
TIME PERIOD
1960-1969
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B/W
100 100 100 100
ALL STUDIES COLOUR
152 134 122 136
CANADA COLOUR
NA 117 123 134
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The surveys are unanimous – colour ads are more likely to attract attention than black and white ones. The advantage ranged from 13% to 60%.
1970-1989 1990-1999 2000-2004
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In both Canada and internationally, initially the advantage of colour fell off, but since 1999, it has become more effective. Presses have become better at reproducing colour in recent years and this may have had a positive impact on the effectiveness of colour. For many newspapers, there are more colour ad units available than ever before. This chart demonstrates the effectiveness of a colour investment.
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Colour (continued)
Colour increases ad noting for both genders but particularly for women.
COLOUR BY GENDER AND OVER TIME Country Canada Year 1979 1980 1980-83 2004 Average Germany* 1980-2001 Reading & Noting Method Reading & Noting Reading & Noting Reading & Noting Reading & Noting B&W 100 100 100 100 100 100 Colour - All 117 121 114 134 122 156 Colour- Men 108 114 105 126 113 156 Colour -Women 130 131 124 142 132 159
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Image and Sales Ads
Newspapers are effective for image building and sales.
COUNTRY
Canada-All readers Canada-In-the-market*
METHOD
Reading & Noting Reading & Noting
IMAGE
100 155
PRICE/ITEM
123 173
SALES
135 209
* In-the-market means consumers are looking to purchase the advertised category.
Results based on a 1993 Canadian study
Creative Criteria for Building Newspaper Ads
Copy readership increases when it is below or right of illustrations.
POSITION Copy below illustration Copy right of illustration Copy above illustration Copy left of illustration
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* Numbers have been rounded ? ? ?
Colour is read & noted more among women than men in Canada. The greater impact of colour on women has always existed. The 2004 Canadian survey suggests that the impact of colour has grown for both genders in recent years.
INDEX 110 102 98 92
150 140 130 120 110 100 90 80 1979 1980 19 80-83 20 04 Men Women
Results from a 1980 USA eye-camera study and supported by recent Starch research.
The larger the picture, the more an ad is noted.
SIZE OF PICTURE Colour B&W
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SMALL 100 100
MEDIUM 125 130
LARGE 168 183
Vertical vs. Horizontal vs. Unusual ads
Vertical ads were noted somewhat more than horizontal ones.
COUNTRY
Germany USA Average
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Results based on a USA study
Items in the top left of an ad are seen more than those in other positions.
POSITION INDEX 121 101 82 96
YEAR
1980-2001 1966
METHOD
Reading & Noting Reading & Noting
HORIZONTAL
92 89 91
VERTICAL
106 108 107
UNUSUAL
88 n/a 88
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Upper Left Upper Right Lower Left Lower Right
Although only two surveys covered this factor, little has changed over time.
Results from a 1980 USA eye-camera study and supported by Gutenberg principles.
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Section 2: Impact of Product Category
Product Category
Men and Women express interest in different product categories.
SELECTED NEWSPAPER PRODUCT CATEGORIES RANKED IN TERMS OF CONSUMER AD INTEREST All Available Studies Men Women 1. Retail* 2. Appliances 3. Government/ Utilities 4. Jewellery 5. Food 6. Clothing/Shoes 7. Finance 8. Furniture 9. Automotive 10. Travel
* Retail not available by gender
Section 3: Impact of Positioning
Left vs. Right Hand Pages
There is little difference between left hand and right hand pages.
COUNTRY
Canada
YEAR
1985 1993 2004
METHOD
Reading & Noting Reading & Noting Reading & Noting
LEFT
100 100 100 100
RIGHT
112 100 99 104 100 100 102 102 100 100 104 132 101 100 98 104
1. Government/ Utilities 2. Automotive 3. Finance 4. Food 5. Travel 6. Appliances 7. Clothing/Shoes 8. Furniture 9. Jewellery
1. Food 2. Jewellery 3. Clothing/Shoes 4. Appliances 5. Furniture 6. Government/ Utilities 7. Travel 8. Finance 9. Automotive Sweden U.K. Average Canada Australia Denmark Norway
1997 n/a 2001 2002 n/a 2001 2002 n/a
Reading & Noting Eye camera Reading & Noting Reading & Noting Eye camera Eye camera Reading & Noting Eye camera Reading & Noting Reading & Noting Reading & Noting
100 100 100 100 100 100 100 100 100 100 100 100
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Product interest is incredibly different by gender. The Men’s top three are government/utilities, automotive and finance. The Women’s top three are completely different – food, jewellery and clothing/shoes. “All Available Studies” is the average of all the studies with data by category. Men and Women are the average of the studies that broke out the data by gender.
Unknown USA
1961-67 1966 1999
Average All Studies
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While the Canadian 1985 study indicates a preference for right-hand pages, its results came from three newspapers and a small number of ads.The types of ads appearing on the left and right-hand pages may have influenced the results. The Canadian data with respect to the influence of ad placement on left or right-hand pages are similar to those of other countries. There also appears to have been little change in these results over time.
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Left vs. Right Hand Pages (continued)
Recent studies also show no difference.
COUNTRY Canada USA Other Countries
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Top half vs. bottom half of page
Ads in the Bottom Half are noted on average 12% more.
LEFT 100 100 100 RIGHT 99 98 102
COUNTRY Canada USA Average YEAR 1993 1999 TOP HALF 100 100 100 BOTTOM HALF 124 112 112
YEAR 2004 1999 2000+
METHOD Reading & Noting Reading & Noting Reading & Noting
With respect to left vs. right-hand pages, the most recent studies indicate no difference between Canada and other countries.
There is a slight gender bias – Men to the Left and Women to the Right.
COUNTRY Canada YEAR 1985 2004 Average Canada Australia Average All Studies
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Gutter vs. outside
107 114 111 100 107
COUNTRY Canada USA YEAR 1993 1999 OUTSIDE 100 100 100 GUTTER 100 108 103
METHOD Reading & Noting Reading & Noting
LEFT 100 100 100
RIGHT MEN RIGHT WOMEN 96 93 95 100 96
There is no difference between ads on the outside of the page and ads next to the gutter.
1997
Reading & Noting
100 100
The two Canadian studies’ findings are consistent. Furthermore, the 2004 study controlled the other elements (such as size and colour) therefore these differences are likely valid.
Reading and Noting Index
Average
Men
150 Left 100 100 100 100 96 100 93 Right
50
0 Australia Canada 1985 Canada 2004
Women
150 Reading and Noting Index 130 110 90 70 50 30 10 -10 Australia Canada 1985 Canada 2004 100 100 100 107 114 100 Left Right
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NOTE: The following three sections are based on the 2004 Canadian study. The findings are directional as the sample used was relatively small.
Men and women have similar responses to ads on back pages vs. inside sections.
MEN Section Any section Back 101 103 95 110 95 108 Inside 100 100 100 100 100 100 Back 99 106 85 110 95 131 WOMEN Inside 100 100 100 100 100 100
Impact of banner ads on front page vs. inside pages
In most sections, banner ads on the front page of a section are read more than banner ads inside the section
SECTION Any section Main Entertainment
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Any section excl. main Main Sports Entertainment Classified
FRONT PAGE 103 82 121
INSIDE 100 100 100
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Results are based on a 2004 Canadian study. For the sports and classified sections, both men and particularly women are more likely to see ads on the back cover.
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Results are based on a 2004 Canadian study. Results appear to vary by section but sample variability may account for some of this. It may be that for the front section news is more important to readers than ads. More research is required for a definitive answer. In the entertainment section, the banner is more effective on the front page of the section rather than inside.
Inside main section vs. inside other sections
Ads in the main section and other sections are read to almost the same extent.
LOCATION Main Section Any other section INDEX 100 95
Impact of back cover vs. inside pages
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Results are based on a 2004 Canadian study.
Readership of ads on the back cover and inside the sections differs depending on the section.
SECTION Any section Any section excl. main Main Sports Entertainment Classified
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BACK COVER 99 104 91 110 95 117
INSIDE 100 100 100 100 100 100
When the main and the sports sections are compared, women are more likely to see ads in the main section while men are more likely to see them in the sports section.
SECTION Main Sports
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MEN 100 143
WOMEN 100 48
Results are based on a 2004 Canadian study.
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Results are based on a 2004 Canadian study Results appear to vary by section but sample variability may account for some of this. For the sports and classified sections of a newspaper, ads on the back cover are read slightly more than ads on the inside pages.
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Section 4: Combination Studies
Colour + Frequency
When combinations of variables are used, the advantages are multiplied.
INDEX Less than half in colour, Less than 1 ad/week Half (or more) in colour, 1 or more ads/week
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Section 5: Proof that newspaper advertising works
Newspaper Ad Influence
Consumers pay more attention to newspaper ads.
Usually pay attention to the ads (% who agree strongly)
25 20 15 14% 12% 6% 22%
100 227
16%
Results based on a 2002/03 UK study. When ads appear once (or more) a week and at least half of them are in colour, ad campaign noting more than doubles.
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10 5 0 Newspaper TV Radio
On-line
Magazines
Results based on a 2003 US study presented by Knowledge Networks
Colour + Size
Adding colour and increasing page size can triple ad noting.
INDEX Less than half in colour, Less than a full page/ week Half (or more) in colour, Full page or more per week
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Consumers are more receptive to newspaper advertising.
Receptivity to Advertising (Range from 1.6 to 4)
4 3 3 2.7 2.6 2.5 2.9
100 272
2
Results based on a 2002/03 UK study. When ads appear as a full page per week or more and at least half of them are in colour, ad campaign noting nearly triples as compared to when they are smaller than a full page per week and less than half are in colour.
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1
0 Newspaper TV Radio On-line Magazines
Results based on a 2003 US study presented by Knowledge Networks
Frequency + Size
Larger ads placed more frequently increase ad noting.
INDEX Less than 1 ad/week, Less than a full page per week 1+ ads per week, Full page (or more) per week
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Consumers state that newspapers come second only to their spouse when it comes to influencing their thought and action.
RANK 1 2 3 CONSUMERS INDICATE THEIR INFLUENCERS Spouse Newspapers Children Parents Colleagues Other media (TV, magazines, radio, etc.)
100 149
Results based on a 2002/03 UK study. When ads appear at least once a week and are a full page or larger, they are seen by 50% more people than if they were smaller than a full page and ran less than once a week.
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4 5 6
Sourced from Admap (World Advertising Research Centre), 2001
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Appendix – A complete list of studies included Campaign Length
Country CANADA Year Undated 1961-1967 1963-1964 1965 1979 1980-1983 1980 1985 1993 1999 2004 Undated 1961-1962 1966 1969 1977 1980 1985 1987 1989 1993 1993 1999 2003 1996 2002 1991-2000 2000 1981-2001 Survey/Report/Article/Book Title Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch Adnorms Starch - Three Newspaper Study Newspaper Effectiveness Study – Newspaper Marketing Bureau 3 Starch Surveys Canadian Newspaper Association Ad Effectiveness Study ACR Article: Effects of Picture Size & Colour on Brand Attitude Responses in Print Ads Position & Timing as Factors in Newspaper Ad Readership (MMN-Starch Program) Daniel Starch: Measuring Advertising Readership and Results (Book) What can one newspaper do? Newspaper ad communication and sales results-Advertising Bureau NAB (Newspaper Advertising Bureau):The Audience for Newspaper Advertising JAR Article: Scanning Ads - Effects of Position and Arousal Potential Sales Effectiveness of Direct Mail, ROP and Inserts (Elrick & Lavidge Inc.) RAC (Response Analysis Corporation): How Consumers read and use Newspaper Advertising Daily Newspaper Page Opening: Pages and Sections usually read – SMRB JAR Article: National Advertising's Payout JAR Article: Study of National Advertising's Payout: Image Ads in Newspaper ROP NAA: How to Win and Hold Customer's Attention “How Consumers Use Media”, Knowledge Networks Frequently Asked Questions About Newspaper Advertising in Australia QRP Page Traffic Study ZMG: Noting of Advertisements in Daily Newspapers - analysis of a copy Test databank Stern ARGUS:Wie wirken Anzeigen? (How do advertisements work?) BILD Regional Copy Tests (A series of studies compiled as a summary) NIPO for Het Parool - average recognition scores Cebuco: “Green Dag (1966); Dagbladen binnen bereik” 1985 JAR Article: Sales Effects of Print Ads Giep Franzen - Advertising Effectiveness: Findings from empirical research (book) Advertisers want more and more complicated research:What can we deliver? (PCM Publishers) JAR Article: Factors Moderating Advertising Effectiveness as Reflected in 333 Tested Ads Page Traffic for Local Newspapers in Norway - TNS Gallup Ad Traffic in Local Newspapers - TNS Gallup QRP Page Traffic Study Newspapers are Twice as Good and Ad Readership Higher than Thought, Lief Widman Media/Scope article: As Size Matches Readership in Newspaper Test Daily Reach Using SMS or People Meter for Newspapers by Lena Vogelius & Lief Widman World Newspaper Advertising Conference-Unveiling the Value of Newspaper Advertising Colour Works - eye camera and hall tests (Presentation: Eamonn Byrne & Jim Chisholm) Effective advertising is profitable advertising (Presentation: Eamonn Byrne & Jim Chisholm) Why Newspaper Advertising? (Presentation: Eamonn Byrne & Jim Chisholm) Ads At Work - The Newspaper Society AIM (Advertising Impact Measure) Interview.NSS Admap (World Advertising Research Centre), “Focus of Confidence:Your Daily Newspaper” New premiums and new discounts for newspaper advertisers – Billets Billets - study report for above presentation Conversion Study: Investigating Effectiveness of Advertising in Local Press-Newspaper Society Key Facts about Newspapers and Advertising (MMN-Starch Program) Key Facts about Newspapers and Advertising (Newspaper Marketing) Key Facts about Newspapers and Advertising (Audits and Surveys Inc.)
Campaign length has a positive effect on advertising awareness.
CAMPAIGN LENGTH Up to 10 weeks More than 10 weeks
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AWARENESS UPLIFT INDEX 100 127
U.S.A.
Results are based on a 2002/03 UK study. In this chart, the awareness lift in the first 10 weeks was indexed to 100. This demonstrates that consumer awareness was boosted 27% by extending the newspaper campaign beyond 10 weeks.
AUSTRALIA
Newspaper advertising built sales on average 18% after 11 weeks with one brand achieving a 38% sales lift.
SALES Sales at start Sales at 11 weeks – average for all brands Sales at 11 weeks – Cookies
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DENMARK GERMANY
100 118 138
NETHERLANDS 1965-1970 1966-1985 1971 1994 2000 NORWAY 1991 2001 2002 2002 Undated 1968 2001-2002 2004 Undated - recent Undated - recent Undated - recent 1997 1998 2001 2002 2002 2002-2003 1961-1967 1980 1982
Based on a 1993 US study conducted using grocery store scanners to track the sales generated by newspaper advertising for 4 packaged goods products: Cookies, Cat food, Drinks and Pasta.
SWEDEN
U.K.
OTHER
890 Yonge St., Suite 200 Toronto, Ontario M4W 3P4 Tel: 416-923-3567 Fax: 416-923-7206 www.cna-acj.ca
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