Always Coca Cola
date: 29.05.2000
The March monitoring of the best remembered commercials showed a comparatively low degree of ad-vertising effectiveness. Due to the large number of spots coming to the viewers, the respondents found it hard to decide which ones they found most noteworthy.
Coca Cola have kept their leading position among the easily remembered ads followed immediately by Kamenitza and Moreni. After a momentary lag, the Moreni series have regained their successful positions at the top chart. Being rated at the sixth place in January, Moreni jumped on to the fourth position in Feb-ruary and moved on to become the third best remembered spot in March. In the favourites rating it has regained its leading stand, changing places with Coca Cola.
The beer brands cluster is again rated high among the noteworthy ads. Ariana and Astika occupy the fourth and the fifth positions respectively. Ariana is making a giant leap forward, moving from the four-teenth position in February to the fourth in March, which results from the active promotion campaign for the brand. The Zagorka commercial is tumbling down to an untypical position at the bottom of the chart.
Washing detergents are among the leaders in terms of impact with the audience. The top rated one is Test which occupies the sixth slot in the sequence. Tide and Bonux Automat are following closely, whereas Ariel is lagging behind, ranking sixteenth in March.
Another product category, which takes a significant share in the best remembered ads, is soft drinks. Next to the leader Coca Cola, line up Fanta and Tang, placed respectively in the seventh and eighth posi-tions. The McDonalds are making a new appearance in the chart, losing their strong initial impetus from January to join the group of the annoying commercials in February.
Lift has dropped out from the best remembered spots for March and is being replaced by Nivea. In spite of its powerful starting drive (the eighth position among the best remembered ads), this month Lift is rated on a par with the worst liked commercials. This instability of rating shows that it is quite difficult for the ad of a new product to gain territory among the well established spots.
There is also some shifting of positions among the favourites. Coca Cola are withdrawing from their top position, ranking second, giving way to Moreni, and followed immediately by Kamenitza. The strongest stand here is allotted to beer brands and soft drinks. The commercial for Zagorka, however, is rated too far behind as compared to is fourth place in February. The touch of novelty this month was brought about by the presence of Nivea and Pepsi. Nivea has a strong position among the best remembered ads which justifies its presence in this rating. The appearance of Pepsi among the preferred spots, however, is a genuine surprise.
The audience are giving quite a controversial response to the Moreni spot: it is topping the charts of both the favourites and the worst liked advertisements. Minding its strong stand as a best remembered ad, it cannot be disregarded and has a powerful impact, which shows its high effectiveness.
Belana have kept their unchangeable rating among the annoying commercials. The new brands here are Stella Artois and Gallina Blanca, whereas Coca Cola and Fanta have dropped out from this chart. Irre-spective of this, the share of the disliked advertisements is quite small, which comes to show that in the advertising space there is nothing too much to annoy the recipients.
