Abstract:

The specific objectives for this research were, therefore:

1. To examine the current image of Lucozade and any shifts in attitude which may be taking place especially in relation to recent advertising and changes in the market;

2. To analyze the effects of the 'Bicycle' and 'Nature Trail' advertising campaign and the current level of interest in these advertisements;

3. To explore reactions to the modified 'Bicycles' advertisement omitting the convalescent sequence;

4, To assess the impact of the U.K. commercial 'Up and Down' and the effects that could be expected from the changes in the revised version.