Lever 2000 ads may not live up to first batch

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

The following column is one in an occasional series that shows the results of effectiveness tests on selected tv commercials conducted by advertising research firm, 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.

Lever Bros. is continuing its campaign for Lever 2000 Bar Soap.

The spots focussed on all of the ’2000 body parts’ you can clean with the product.

A 15-second commercial was tested by rsc for Lever 2000.

The commercial, ‘More of the 2000 Body Parts,’ by J. Walter Thompson in New York, features a family in bathroom scenes using the product on various body parts.

The spot was tested by rsc in Canada among a sample size of 243 women.

The ‘More of the 2000 Body Parts’ achieved an ARS Persuasion score of -0.8 for the advertised brand at the time of testing, a score not expected to have a positive effect on share and significantly below the +2.0 level expected of an average commercial for this brand.

The ARS Persuasion measure has been shown to predict in-market results for fast-moving consumer goods such as Lever 2000 with a +90% accuracy rate.

‘More of the 2000 Body Parts’ contains none of the four strategic elements shown to have a positive effect on ARS Persuasion scores.

The absence of these elements helps explain the resulting low scores.

Of the respondents interviewed, 41% recalled the commercial, and the key message ‘good for your skin’ was communicated to more than 19% of the respondents.

These levels of recall and communication have been associated with superior scores.

However, with the absence of a brand-differentiating key message, these levels were unable to increase the ad’s persuasiveness.

This indicates that the ‘selling proposition’ that appeared so successful during the introduction of Lever 2000 may no longer be effective.

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