Pepsi rocks on

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 corp.

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.

Pepsico recently introduced Crystal Pepsi to the masses with an ad reminiscent of a rock video, with Van Halen’s Right Now playing in the background.

The fast-paced commercial was tested for Strategy by research systems corporation among a sample of 444 men and women.

The introductory spot achieved an ARS Persuasion level of 3.4%, a score not significantly different from the 5% level expected for an average introductory commercial for Crystal Pepsi.

It is expected that only about 20% of the shifting will come from outside the Pepsi Cola line, and the commercial is not expected to have a measurable positive share effect for the total Pepsi line due to the low incremental shifting from non-Pepsi brands.

The commercial was recalled by 42% of the viewers, and the brand differentiating ‘clear’ key message was communicated to 27% of the viewers.

This execution is a slightly modified version of an ad which broke in the u.s. on the same day.

In the u.s., the ad achieved an ARS Persuasion level of 5.5%, also a score not significantly different than the 5% level expected.

However, the score of the commercial as tested in Canada (3.4%) is significantly different from the score of the commercial as tested in the u.s. (5.5.%).

These results indicate that commercials can perform differently across borders.

If PepsiCo manages its advertising effectively, it can maximize the trial for the brand.

New product trial build is highly correlated with cumulative persuasive rating point (prp) build (the combination of ARS Persuasion level and grps.)

By using a pool of persuasive ads and replacing each commercial when it wears down, PepsiCo can maximize the advertising’s trial-generating ability for the media budget invested.

Higher trial rate during year one will lead to a more successful new product and greater on-going profitability for the brand.

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