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RESEARCH SYSTEMS CORPORATION TESTS SALES EFFECTIVENESS OF TWO NEW COKE TV COMMERCIALS PRODUCED BY CREATIVE ARTISTS AGENCY

 EVANSVILLE, Ind., May 11 /PRNewswire/ -- In February, millions of Americans watched the first Coca-Cola TV commercials produced by the Hollywood talent agency, Creative Artists Agency (CAA). The new spots, which highlighted lots of entertainment value and clever execution, set off a major debate between CAA and traditional advertising agencies who complained that the new campaign for Coca-Cola Classic was badly lacking in marketing and sales strategy.
 In the first publicly announced test to determine the potential sales value of the ads, Research Systems Corporation, the world's leading firm in the specialized field of testing the sales effectiveness of TV commercials, said neither of two tested commercials, by themselves, would be likely to increase sales of the product.
 The first commercial, a 30-second spot features a computer-animated pack of polar bears. The second, a 15-second commercial, has a fast beat with an ever-changing background with different signs carrying the Coke logo.
 The "polar bear" spot achieved an ARS Persuasion score of 0.9 and the second commercial ("Montage of Signs") achieved an ARS Persuasion score of -0.5. Both test scores are significantly below the 2.0 level expected for an average commercial for the Classic Coke brand.
 The commercials were part of the new Coca-Cola "Always" campaign which started airing in February. The campaign consists of 24 executions created by CAA and two by longtime Coke ad agency McCann- Erickson. The two Coke spots were tested with a total 1,628 consumers in four different geographic locations.
 RSC said that each commercial lacked all four of the strategic elements which are positively related to superior ARS Persuasion scores -- a differentiating key message, new product/new feature information, product convenience information and a competitive comparison.
 The RSC persuasion scores are determined when a TV commercial is tested in a controlled laboratory environment for its effectiveness in influencing preference for one consumer brand over another. Each commercial is evaluated in test sessions by a large group of randomly chosen consumers.
 -0- 5/11/93
 /CONTACT: T.M. Hopkinson & Co., 212-682-6046, for Research Systems Corporation/


CO: Research Systems Corporation ST: Indiana IN: ADV SU:

PS-LR -- NY051 -- 7084 05/11/93 12:58 EDT
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Publication:PR Newswire
Date:May 11, 1993
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