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NEW PRODUCT TV COMMERCIALS DECLINE 27 PERCENT IN EFFECTIVENESS SINCE LATE '70S

 EVANSVILLE, Ind., Aug. 30 /PRNewswire/ -- The sales effectiveness of TV commercials in support of new products has declined by 27 percent from the late 1970s to the present, according to a study by Research Systems Corporation (RSC), the national leader in the testing of commercials for sales persuasiveness.
 The study, which involved 2,000 commercials in RSC's data bank, also shows that the number of competing brands in the average category has increased by 37 percent. Brand loyalty, however, has remained the same over the 13-year span (1979-1992) covered by the study, thereby making it difficult to shift buyers away from their current brand. This combination of factors means that "average" new product advertising will produce significantly less market share than was the case in the late '70s.
 "Consumer goods marketers are learning that it is no longer enough to be an average new entry in today's competitive markets," said Meg Blair, RSC president. "To succeed in similar magnitudes -- versus 13 years ago -- marketers will have to develop and market better than average products, using better than average advertising strategies and executions for introduction."
 Blair pointed to "brand differentiation" as the single most important factor related to successful advertising. RSC has found, she said, that commercials with a brand-differentiating message are superior one in four times, while generic claims are superior only one in 10 times.
 Blair recommended involving research and development in the advertising strategy development process and determining the strategy's selling power before creative development to avoid wasting talent and production money. "Here's where the old maxim, 'You can't make a silk purse out of a sow's ear' applies perfectly. In RSC's research experience, we have never seen a weak strategy or concept result in a superior commercial."
 -0- 8/30/93
 /CONTACT: T.M. Hopkinson & Co., 212-682-6046/


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

SH-LG -- NY030 -- 7043 08/30/93 11:03 EDT
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Publication:PR Newswire
Date:Aug 30, 1993
Words:317
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