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RSC STUDY SHOWS SALES EFFECTIVENESS OF 'IMAGE' ADS CAN BE ACCURATELY MEASURED

 EVANSVILLE, Ind., Oct. 8 /PRNewswire/ -- A study by Research Systems Corporation (RSC) reveals that TV image-type commercials can be accurately measured for sales effectiveness, contrary to a belief held by many in the advertising/marketing community that such advertising eludes measurement.
 To test this hypothesis, RSC, the leader in the testing of commercials for sales persuasiveness, examined seven high-profile commercials done for Coca-Cola and PepsiCo. Carbonated beverage commercials are considered prime examples of image-driven advertising.
 For each commercial, RSC's ARS Persuasion score -- a behavioral measure of persuasiveness obtained in a laboratory setting -- was compared to change in the product's actual in-market share when the commercial was aired.
 The "Be Young, Have Fun, Drink Pepsi" commercial for regular Pepsi, which premiered on this year's Super Bowl telecast, showed an octogenarian slowly sipping a Coke at a senior citizen affair, then cut to the same gentleman chugging a Pepsi to a rock and roll beat at the beach surrounded by bikini-clad beach bunnies. It logged an ARS Persuasion score of -0.2, a level that has not been shown to have a positive effect on market share, and indeed, following the airing of the ad, market share did not grow.
 Ray Charles' "Senate Hearing" spot for Diet Pepsi was introduced with a big Super Bowl splash last year. Its ARS Persuasion score was +0.8, suggesting that the commercial would be unsuccessful at persuading people to switch to Diet Pepsi. Despite its Super Bowl exposure and heavy television investment following that, Diet Pepsi showed no Nielsen ScanTrack gain in market share, except for a big promotional period in April.
 Two Crystal Pepsi commercials were tested in RSC's lab with differing results. The introductory test market spot, which featured French men sitting around a table comparing Crystal Pepsi to their waters, achieved an ARS Persuasion score of 8.6 -- indicative of high sales persuasiveness -- and drove market share to a peak of 3.5 percent, even while reportedly encountering out-of-stock problems.
 The national Crystal Pepsi introductory spot, which ri?ved heavy investment on this year's Super Bowl telecast, scored a 5.5 on the ARS Persuasion scale. Market share peaked at 2.5, but both ARS score and market share were below the more persuasive test market commercial.
 Coca-Cola's attempt to salvage New Coke by re-launching it as Coke II in test markets was spearheaded by a "Coke II" commercial which achieved an ARS Persuasion score of only +2.0, a level not expected to have a positive market share effect. Nielsen ScanTrack market share data in the Denver and Dallas test markets showed no gain for Coke II, indicating that the spot had failed to convince many Pepsi drinkers to switch.
 This past February, Coca-Cola launched its "Always" campaign on behalf of Coca-Cola Classic. The spots caused a huge stir in the advertising industry, since many of the commercials in the campaign were produced by a Hollywood talent agency, Creative Artists Agency (CAA). RSC tested two of the most-talked-about CAA spots for sales persuasiveness: the 30-second polar bear spot and the 15-second "big,big,big" montage of Coca-Cola signs spot.
 Both commercials achieved ARS Persuasion scores (+0.9 for the polar bear, -0.5 for the montage of sign) at levels indicating that the commercials would not have a positive effect on market share. The actual Coca-Cola Classic market share did not move up in the days following the commercials' airing. Since these were only two ads in a total of 20 to 30 in the campaign, other ads in the pool may have been more effective, according to RSC.
 -0- 10/8/93
 /CONTACT: T.M. Hopkinson & Co., 212-682-6046/


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

PS -- NY028 -- 0153 10/08/93 12:47 EDT
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Date:Oct 8, 1993
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