Pepsi’s Tv Commercial

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Introduction

Commercial making is a science that requires the assessment of relationships in and

around customer behaviors and preferences. Those preferences include the demands, wants, and

needs of the consumer. Many companies have researched and discussed meeting the consumers'

unmet needs. But other times, consumers might not have a preference or know what they require.

Thus, companies have to take an extra step of creating a demand for a product in which the

demand earlier on did not exist (Emond et. al 2019). On other occasions, they also have to appeal

to consumers' demands to develop even higher demand for their service or goods because they

might not produce much sales revenue if only the needs of a few are the basis of demand. In

addition to marketing ideas that encompass the common four Ps of production (price, promotion,

place, product), companies also learn from other related disciplines theories such as health

behavior to help them advertise and market a product or service.

Literature Review

In 1985 Ajzen proposed the Theory of Planned Behaviour and asserted that attitude (AT),

perceived behavioral control (PBC), and subjective norm (SN) had impacts on the behavioral

intention of a person. Here, AT signifies the attitude of the individual toward the behavior. A

continuous assessment response of a like or dislike for a certain action. Researchers remarked

that a person's possible behavior could be predicted by AT. Jang et al. stretched this theory and

examined antecedents of the behavioral intentions of a customer in attending eco-friendly hotels

and noticed that AT has a positive influence on the intentions of the customer in those

environmentally friendly restaurants. He enlarged TPB to look into the selection of a customer to

an ecologically friendly restaurant and proved that AT has a positive impact on preferring an

eco-friendly restaurant. Tomasetti et al. stretched TPB to study the perception of customers on
the sustainability of restaurants. Based on this literature review, this paper proposes the

approaches I would take in creating a tv commercial for Pepsi, a carbonated soft drink produced

by PepsiCo.

Approach Used

The theory of planned behavior, as used by Hoay Tan, creates consumer intentions for

using a value-added and new product (Coronil, 2021). This theory incorporates numerous

variables striving to foretell the possibility of someone making a behavioral change or staying

with the same behavior. Thus, the TPB affirms that the more positive the approach towards

television commercials, the more peers are seen to support the behavior, and the person's greater

perception that they are not restricted from engaging or disengaging with the advertisement

(perceived behavioral control), the more powerful the intent to engage with the tv advertisement

(behavioral intent), which will, in turn, foretell the real behavior performance to like, comment,

or share the advertisement to their friends or through social media (behavior).

How the commercial affects Customer Behaviour

The commercial will break the Pattern seen with commercials. Our society's attention

span is continually shrinking, and it is quite difficult to make people notice your commercial

unless you are capable of breaking the continuous pattern for them. For Pepsi, I will make an ad

that is not boring and then break the pattern. And it is even better if the sudden pivot is more

contrasting. But it should also not be too boring and a cliche. Is the ad genuinely enjoyable?

Oftentimes, companies get stranded in a bureaucratic process where every single detail has to be

approved by every person, which cuts out the creativity (Gong et.al 2017). The commercial I'll

run will be fun and relevant to the target audience. The ad will be engaging, especially in the first
three seconds. This generation of today is bombarded with unending media that tend to ramble so

much. People have grown so immune to long-form storylines and repetitive messages to the

extent that we naturally disengage three seconds into the commercial. The commercial will

capture the audience's attention instantly and then keep it engaged for the rest of the spot. So the

key to disengagement or engagement is basically in the first three seconds. This strategy has high

risks as the ad could turn out boring and responsible for the ocean of the alleged effective ads,

which tick all the boxes, including the one that states, “will make you sleep quicker than a

Calmpose or a champagne cocktail”. Thirty-second length is sufficient time for a polite voice-

over to drive the point home. For instance, Volkswagen's tide in-car advertising shifted when the

German brand issued a campaign series in the 70s and 60s.

Telling a Compelling Story. Many people tune out TV commercials and conventional

advertisements as they have a very short attention span. Nevertheless, television remains a great

tool if you get a way of attracting your audience (Harris & Kalnova 2018). For this to work, you

have to tell a story and get past the typical ads style. For instance, my advert will be of an

athlete's story who went through a difficult tie before achieving his dream. Similarly, Super

Bowl has perfected this art and has produced successful ads by making ads in short films. The

risk this approach has is that marketing the brand story is not quick, easy, and affordable. It

demands a lot of time for a campaign to be designed and to create a good story that represents

the brand. Time can hamper the entire process of campaigning as it is indeed a major factor in

developing a good brand story. The process itself is also challenging. Unless you are endowed

with an experienced and endowed production team, you cannot develop a good brand narrative

that promotes your product (Hoeck & Spann 2019). The whole process requires thorough market
research and is extremely challenging. The team is supposed to have a concept about the

preferences and tastes of your consumers, otherwise, the whole exercise may go in vain.

The ad will also be target-specific. Television spots and digital platforms run differently

in that digital platforms permit users to navigate from page to page or scroll down below the

fold, and it doesn’t allow an entire brand to be captured in one spot. Instead, concentrating on a

specific audience and on a specific aspect of your business could make the commercial a success.

For instance, my Pepsi commercial targets children and youth. It will feature a small boy

playing, thus target his fellow age mates.

Being Authentic. A company will hardly leave a lasting impression if its advertisement

lacks an authentic feel. By utilising user-generated content, the company shows how other

individuals view and engage with their product, and this makes the audience much more open to

what they’re pitching (Jensen 2019). In addition, pitching with a good voice is an added

advantage. The voice of a person is a great influence in making an audience buy a given product

or feel the desired emotion. The right voice can become a hallmark of a company's product and

also make or break an ad. By spending some time pondering about what the product's personality

is, the voice that will bring out the personality, and then how the ad will be carried by that voice

will steer the process to bring the desired outcome. Just like any other marketing strategy that is

effective, minimising your TV ads will improve its success and overall performance. Due to

television being a visual medium, we happen to communicate excessively by using one spot to

express many concepts (Karapanagiotis 2018). Customers only have the time and room for one

message as they are not interested in everything you have to say.

Using Sticky Slogans and Jungles. They thoughtfully craft slogans and catchphrases that

stick in people's heads. According to a study published in 2015 in the Journal of Business
Research, three primary factors determine whether individuals like a particular slogan: creativity,

message clarity, and brand familiarity (Muminova2019). The study also found that despite

repeated exposure assisting people in remembering a saying better, the chances of people having

a more positive response to it just because they have viewed it more regularly is low. But people

don't necessarily have to approve it. Simply remembering might be sufficient: The Pepsi

commercial will have the word Pepsi said repetitively and with a different and catchy tone that

will make people remember it easily when in need of a drink. This approach has been employed

by companies such as Nike with their "Just do it" slogan. It is also evident in Campbell Soup's

"Mmm mmm good," slogan which shows the stickiness of a well-made catchphrase. McDonald's

and YouTube use both jingles and slogans.

They use a jingle to hook the consumer. McDonald's has used it perfectly to the point that

a picture comes to mind when its name is mentioned. This is the influence of the jingle.

According to a Business and Economics study from Vienna University, these songs that are

abbreviated are compelling because they produce memories that elicit emotional responses

(Qutteina De Backer & Smits 2019). An enjoyable jingle makes consumers rethink their opinions

about a product by catching their attention; a bad jingle might give a company a bad reputation

or discourage people from looking at a particular brand. "Who hasn't seen the Geico gecko?

Geico" was McDonald's' jingle for 2015.

Hard to forget commercials. The tenth time you view a commercial might make you

think you are sick of it, but promoters know better: The more consumers are exposed to their

product, the higher the chances of them remembering it or even purchasing it. A study done in

2009 uncovered that consumer connect to a product and become familiar with it the more a

company promotes it (Tkachenko 2019). Who could fail to remember the Geico gecko who has
been surfacing in advertisements since 1999? So, if the Pepsi commercial is approved, expect to

see it over and over. If it becomes a huge success, the risk jingle runs are that consumers get tired

of constant airplay as its influence eventually wears off or is replaced with a new popular jingle.

Alternatively, the jingle could be hated so much that it becomes a joke, or the commercial does

not communicate its intended message.

Using celebrities people love. Beauty and fitness companies like Proactive and Weight

Watchers often employ celebrities for their commercials. A 2010 study published in The Journal

of Economic Psychology ascertained that recognized faces excite a part of the brain that

insinuates recognition of the celebrity and might associate them with good thoughts (Schofield

Ponzini & Becker 2010). The positive emotions that are associated with the known figure get

transferred to the product. The Pepsi commercial will employ a sports personality that has

achieved great success and given the fans a lot of good emotions. The next time a consumer sees

that product in a sale or a shop, they'll have some positive relations with it. The study explains

that the memories linked with that famous face bring out those positive associates. Weight

Watchers have employed this approach in 2011 where they used Jennifer Hudson in the

"believe" ad. Under Armour also employed Stephen Curry, a Golden State Warriors player, who

helped boost their sales after appearing in their 2015 campaign. Celebrities can do a negative

action, and these actions end up being the brand's representation (Shabbir 2020). When

celebrities are hired to endorse a particular brand, service, or product, the company is partnering

with everything that comes with that celebrity. The results can be impressive if that person

doesn't have any background scandals and their accomplishments are well-regarded. In addition,

it is also essential to note that behaviors stay hidden or can change.

 They put consumers in athlete's shoes. Sports are prominent. Under Armour, a sportswear

company has seen a 95% growth in profits after employing sports superstars like star ballerina

Misty Copeland, pro golfer Jordan Spieth, and NBA basketball player Stephen Curry in their

2015 campaigns. Working with athletes who do the most impressive physical acts with the

whole world watching — and maybe even on adverts and commercials — may inspire

consumers to try and perform the same. And probably, they'll achieve it with assistance from the

product being advertised.

Successful companies also use regular people just like the rest of the world. In some

instances, celebrities are sometimes less effective than "regular people." Moses Lucia at Ad

Week reveals that celebrities are losing some of their shine in an age of internet transparency and

reality shows (Zamora-Corrales 2019). In their place, normal people representing the common

consumer are taking their place and stepping up. For instance, one of the most successful ad

campaigns of 2013 was Dove’s classic "Real Beauty," which can hardly be forgotten and was

considered a Lobsterfest.

Offering deals for a limited time only. Many successful TV advertisements show deals that are

available for a "limited time only or feature limited-edition products. As The Wall Street Journal

reports, this strategy is among the ways companies get consumers to go out and buy their

products. Placing an availability or time constraint gives people a necessity to spend as they

perceive the product to be special. My Pepsi ad will adopt this feature and will offer the short-

term period sale of the product so as to create an urgency in the Pepsi consumers. This approach

has been adopted by the Lobsterfest in their "Here's Red Lobster's” commercial, an occasion that

takes place once every year. A critical factor that defines the success of the limited-edition

marketing approach is the integrity of the product being ‘Limited.’ If during the promotion the
company announces that there is only a limited quantity of the product, but in reality, they

release to the market unlimited quantities, their customer will feel deceived (Corrales 2017). If

this happens, the exclusivity and the charm of the limited edition product will be lost. Marketers

should concentrate on the qualitative results like improved brand image and renewed customer

interest and not expect to sell big amounts through limited editions.

Risk Assessment

The Theory of Planned Behavior enables companies to predict the possibility that

a person will have an intention of performing a particular behavior. It gives an understanding of

the determinants that lead to a certain behavioral choice. Despite its great impact on marketing,

TPB still has several weaknesses. The theory assumes the individual has gotten the resources and

opportunities to perform the desired behavior successfully, regardless of their intent. Other

variables such as threat, fear, past experience or mood, that factor into motivation and behavioral

intention are not accounted for. While the theory does recognize normative influences, it still

does not acknowledge economic and environmental factors that may determine the intention of a

person to do a behavior. It assumes that a linear decision-making process determines the

behavior and that it cannot change over time. The theory also doesn't address the time frame

between "behavioral action" and "intent". It has proved more efficient in the health of the public

than the Health Belief Model, but the theory is still restrictive in its incapacity to consider

economic and environmental influences. Researchers have used some of the theory's constructs

and other added elements from behavioral theory for the model to be more integrated over the

next several years, as a reply to a few of the constraints of the theory in dealing with consumer

problems.
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