Abstract:

Several extensions of Sure advertising have been developed. The objectives of this research were to evaluate responses to these advertising approaches, in particular:

1. To assess recall of and attitudes to Sure advertising, using 'Treehouse' as a prompt;

2. To explore how far the extensions add interest and involvement to the campaign, including an analysis of response s to the symbols in them;

3. To contrast these approaches with 'To- day' as representing a social confidence role.