Advertising research on Sure campaign extentions

Date of publication: November 1, 1976


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. 

CRAM/Peter Cooper Archive


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