Abstract:

The objectives of the research were: 

1. To assess which of these approaches best executed Good News advertising strategy;

2. To explore what effects Hannah Gordon and Olivia Newton-John has on the imagery of Good News, and what other personalities are suggested;

3. To obtain consumer reactions to the copy lines, and the relevance of the emphasis on the advantages of choice in Good News;

4. To assess what effect the closed versus the open box has on communicating Good News.