Gillette ad deemed ‘superior persuader’

The following column is one in a regular series that shows the results of effectiveness tests on selected tv commercials conducted by advertising research company research systems corporation.A proprietary method of measuring the persuasiveness of tv commercials called ARS Persuasion is...

The following column is one in a regular series that shows the results of effectiveness tests on selected tv commercials conducted by advertising research company research systems corporation.

A proprietary method of measuring the persuasiveness of tv commercials called ARS Persuasion is used by research systems corporation.

It is a measurement of the change in brand preference due to commercial exposure.

ARS Persuasion has a 90% accuracy rate in predicting business results in split-cable test markets and has more than 300 documented validation tests.

Strategy recognizes there are numerous methods to gauge advertising effectiveness and rsc’s approach is but one of them.

Our intention in running the column is to highlight the important role of research in advertising and to stimulate thought on the subject of advertising effectiveness.

The Gillette Company recently introduced a line of men’s personal care products under the ‘Series’ name.

The line features ‘innovative’ new containers and product forms and a new ‘Cool Wave’ fragrance.

The 30-second deodorant/ antiperspirant spot, produced by bbdo in New York, was tested by research systems corp for Strategy.

+11.6% score

This execution achieved an ARS Persuasion score of +11.6% among the sample of 155 men.

This commercial is deemed a superior persuader because its score is significantly above the 5% expected for an average commercial for a new product entering the category.

More trial

Based on this outcome, this spot would be expected to generate more trial for the ‘Series’ line of deodorants and antiperspirants (relative to an average new product ad in the category.)

The execution has a brand-differentiating key message and new product/new feature information  two of the five strategic elements found to be positively related to ARS Persuasion scores.

Recall for the commercial is 25%, and 23% of the men interviewed played back the ‘new/clear gel’ key sales message.

Research conducted by rsc has shown that commercials achieving an adequate level of attention/memorability (23%+ Recall) and communicating a brand-differentiating key message to 16% of the viewers have a 41% chance of achieving superior selling power (versus 13% for all other commercials.)

The ARS Persuasion measure, given grp spending, has been related to new product trial in both atu-controlled store test markets and in scanner trial studies.

Advertising research firm research systems corp. is based in Evansville, Ind., with an office in Oshawa, Ont. and can be contacted at 1-800-395-3983.